How bad does it have to get before it stops working, I mean like phone a friend brittanica yellow pages bad? Quicker and more deeply we get there, the more effort and traction gets behind some breakout solution. Maybe it's just pure cynicism: burn it all.

Remember email spam? It got so bad, that we fixed it. I mean email has its issues and how but spam isn't one of them. I built a spam juggernaught in my day (got bills don't I :)) and I feel like I contributed a tiny bit to our almost-spamless latter days.

Progress! The world is on the march.