Nobody wants to be the only person to show up at a party. Not only does it make you look like a loser, but it undermines the whole point of going to a party in the first place. Nobody gives a damn how good the cupcakes are; if scarcely anybody shows up, your party is a failure. Equally, nobody goes to MySpace or Match for the cupcakes—or, to be more precise, the quality of the user experience. People flock there because that’s where everyone else is.

Check out the full text of my feature over at Vitamin Magazine.