At The Blog Altar

In his Guardian column Charles Arthur warns against the dangers of online 'cults' that appear around community-powered, state-of-the-art, social software systems.  Such is the fun of playing with the myriad of web tools now available to us all, that it's easy to forget that they are just that - tools.  Clever, easily accessible, empowering tools.  But still tools.  "There is a quasi-religious fervour surrounding the "rightness" of Wikipedia, or Apple's products, or RSS vs Atom. To outsiders, it makes little or no sense. To those inside, it is the most important topic they can imagine."  For the modern marketeer, this should be kept front-of-mind.  It's new and exciting - but watch our for the 'purists' and remember to come up for air.