The X-Factor-Factor

In all the recent workshop sessions I have run, someone has asked the question, 'but why?' - questioning the world's insatiable desire to upload their lives and share tiny details of their loves with complete strangers.  It's the most interesting part of what is happening today.  I normally answer the question by describing it as the X-Factor-Factor.  (If that means nothing to you, go here).  In other words the fact that today fame is 'flat' - available to everyone.  It can be broken down further into the age-old needs to share, build reputation, create identity, play and belong.  All very normal, all very non-tech.  Bob Garfield has expanded on these themes in this brilliant article about the impact of YouTube.  On Madison Avenue, Garfield says: "They see the old model collapsing before them, and they have $67 billion to spend and no idea where to spend it."  On Broadcasting: "Without being overly simplistic or melodramatic, the state of the Old Commercial Broadcasting Model can be summarized like this: a spiraling vortex of ruin."  Remind you of anything?