Most of us live compartmental lives. We're constantly separating various aspects of our lives, cultures and relationships. People, I think, form pretty cool organic amalgamations like large cities, universities, internets, etc. But planned spaces, such as malls, airports and suburbs, tend to be insipid. Facebook is the insipid mixture, IMHO.
I don't know if all social networking sites are equally doomed, but I think it's about the next thing and not necessarily the "next best thing."