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Abstract One of the opening acts for the twenty-first century was venture capital discovering social networks. Tens of millions of dollars were invested in software companies purporting to make people better off through network services providing lucrative or emotionally rewarding relationships. Companies sprang up one after another like spring flowers, drawing comment from establishment media such as Fortune (Kirkpatrick, 2003) and the Wall Street Journal (Bulkeley and Wong, 2003), which in turn sent technology gossip all a-blog.
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