The hype machine has long forgotten Second Life and has turned its attention towards Facebook – yet the Italian mainstream press has not taken notice (with the remarkable exception of La Stampa) or, even worse, has put it in the same cauldron as LinkedIn and aSmallWorld, labelling them all as "anti-YouTube". Just like it happened with the MySpace hype wave, which passed by completely unobserved. I wonder why both have been considered not fashionable for the Italian public, while SL was.