Hey, I'm in love with their new strategy

It's innovative, out-of-the box thinking. Make a social network to catch the falling edge of yet another meme. That's awkward, and social, so it's got a sort of irony going for it. It all fits into a grand theme immense in scope. You're picking at nits because you're listening too closely to one poorly played bagpipe. Step back and admire the intense grandiose cacophonic orchestra of failure building to its discordant crescendo. It's simultaneously horrifying and beautiful. (sniff) It's getting dusty in here. This is performance art man - don't interrupt.