Earlier this year, I thought Facebook was amazing. I updated my profile every day, sometimes many times a day. I was visiting 10 or 20 every day. I was adding billions of applications, biting chumps and poking my friends. Briefly, it became an obsession.

It wasn’t just me. There was a time in summer 2007 in London when you couldn’t go anywhere without catching the word “Facebook” in bars and pubs and events and public transport and even from groups of people passing you on the street. There was a time, I estimated, when I was hearing just the word “Facebook” about 70-100 times a day. The newspapers were doing a daily Facebook story. It was on telly. It was everywhere.

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