There’s been a lot in the media recently about the potential evils of its social counterpart. Social media is becoming too powerful, they say. It’s too big an influencer, and it’s taking over too much of our lives. Of course, at the heart of Silicon Valley that’s exactly what they want. Zuckerburg and all his Facebook friends want us to use social media in every aspect of our lives; to ‘check in’ on our excursions, to celebrate birthdays, weddings and anniversaries, voice political allegiances, record exercise regimes, share our entertainment preferences and announce our relationship status; all so that they can target their advertising, and as some suspect – influence our decisions.