This is the new phrase being kicked around this morning following news of a 5 per cent month-on-month decline in unique visitors to Facebook between December and January. It’s entirely possible this was a seasonal dip. Year-on-year, Facebook traffic is up over 700 per cent.

Elsewhere, Britain’s addiction to social network sites remains brisk, thank you very much. 19.2 million Britons (58 per cent of the online population) visited a social network site in January. There is not a TV network out there that would sniff at that kind of fatigue.