A while ago I've stumbled upon an article that made an attempt to explain a very intriguing phenomenon. The experts deem this phenomenon as the gradual decline of massive social networks, FaceBook serving as a reference example. Also, the author made a little insight into the big brands being 'not cool'. You may share the author's views or not - but the article is definitely worth reading. It features beatiful metaphors and analogies and is written in a very neat and concise style.

So, here it goes, the FaceBook's Growing Problem:

http://www.brandingstrategyinsider.com/2008/03/facebooks-probl.html