Tra la, tra la. Spring is here! And with it, daffodils and baseball and Easter Eggs -- and our semiannual shaming of public-relations incompetence!

In a world of fragmentation, aggregation, plummeting CPMs, ad avoidance and audience parsimony -- in other words, amid the most chaotic media scenario in 300 years -- there are actually ways to build an audience and turn a buck. I refer, of course, to "The Adam Carolla Show."

AUSTIN, Texas - One of the best news organizations of the digital age, long a fixture at SXSW, was not present to record anything that took place here. Gigaom last week closed its doors -- in grim fulfillment of my apocalyptic prophesies.

So we're agreed that expropriating a techy sounding name to lend cachet to something mundane is a silly exercise. But not nearly as silly as lending superfluous actual technology to something that simply doesn't require it. Like, I dunno, a bottle of booze.

There are clearly two cultures occupying the same country, with very different ideas of what constitutes a gift, an agreement and perpetuity. I speak, of course, of the culture of Big Social on the one hand, and on the other hand, everyone else.