I'm expecting a shitstorm tomorrow when my new Spin breaks. It's all about buzz marketing and why it seems (to me) to be fundamentally flawed in how it treats people. Put simply, I don't understand how anyone who wants to have a respectable brand would invest in it. Of course, this is going to make certain fans of my column go absolutely bonkers. I've invited them to the Spin Board for the inevitable flame war. I'll be standing by with my asbestos underwear on.