“I don’t think anyone’s really inclined to ‘share’. My thing about social networks is that it’s fundamentally insincere. I know from the record company perspective it’s part of the marketing process, and the fans can communicate with you… but it creates a fake intimacy, which in my opinion results in frustration and ultimately makes people angry. And I think that’s why, on Twitter, or indeed in the Guardian comments, everything turns into a row, and it’s because it’s presented as though they care what you think, but you realize they don’t, and then it turns nasty. It’s a sort of fake democracy. And we prefer to be not fake,” – Neil Tennant, pop genius.