They understand the "what," but the "why" escapes them. That's a common common reaction John Wagner gets when he describes content creation or social media. "Which leads me to this conclusion: Most people just don't care about this stuff. . . . most people struggle so much just to complete their work day after day that they can't fathom taking the time to read newsfeeds." He doesn't call them blogs any more "because corporate people run out of the room screaming when you use that word."