The social hype – a social fake?

Google, Yahoo, Microsoft bought them or bought themselves  in. Social platforms undermined by advertising- the term social already perverted or just changing?
Intellectuals talk about the demise of quality content and even of culture as such. They paint a dark picture of ignorant amateurs taking over the internet … arrogant, exaggerated? I refrain from commenting
Or …evolves an interdependence with a creative and innovative potential, change taking place because of a different way of interacting, a form that was not known in former decades…
It is not that easy to judge and even more difficult/impossible to predict. An optimist may assess it as a constructive interdependency or liaison that got innovative potential. What do you think?
Source: gapingvoid.com