I've always explained the phenomenon of gossip rags as a surrogate for our innate need to be social. Rather than engaging in actual social scenarios (which can carry social risks), many people have fulfilled our social needs with television shows and gossip rags. Celebrities have become a surrogate community members for many people, and I suspect Facebook ups that by one by creating a platform where you can interact with friends, celebrities and strangers in an environment that mitigates most (not all) risks.
I wish I had a clever idea for a solution to this because I really think the world deserves an open social platform that not only engages people socially, but provides the social lubricant to enable people to form online/offline clubs and interact with each other in a high-bandwidth so we can use the internet to teach each other and create fun things with each other.
Maybe it's only a matter of bandwidth, transistors and time.