In the last 20 years “peer to peer”, “Uber for X”, “gamification” and now of course “AI” were the must have tech memes. Back in the day O’Reilly had a conference dedicated to the revolution of… XML.
Social was just another one. Now, even the social companies are kinda moving past social. It’s more about hoarding attention. But when Microsoft was shoveling money at Gartner, we had guys coming in dropping books about how the social enterprise would revolutionize business.