All the positive reinforcement of gossip, with none of the historical negative connotations because of the new name. As with all renaming strategies, eventuall

All the positive reinforcement of gossip, with none of the historical negative connotations because of the new name. As with all renaming strategies, eventually the new name gets enough tarnish that its either given up, gets yet another new name. There was a pretty concerted push a few years ago to rename everything online as "viral" regardless of the original source and meaning of that name. Wasn't time yet, but soon enough "social media" will be for old people but the cool kids will continue doing the same old thing with a new name.