Ouch. Really? Is this the latest hot topic in the marketing world? What goes up must come down, like totalitarians, failed regimes and Governments I suppose. Like them there are bound to be casualties in this new social sharing society. But to whisper the end seems pretty heavy. And its obvious benefits for a better world. Perhaps marketers need a new measurement about not marketing in the SM arena but creating the platform for consumers conversation and action – which is more powerful?