One thing that strikes me with all new and emerging social media tools is that rules of use evolve which the majority seem to follow. But then someone comes along, breaks the rules, and either makes a fortune or just makes a difference through their nonconformist ways.
The catalyst for this posting came from a blog entry I read this morning on Mashable '5 People Who Broke the Rules of Social Media and Succeeded' again, well worth a read if you are interested in the phenomenon that is social media.
BTW, Mashable is a fantastic source of the latest news, views and ideas in the world of social media. It has an RSS feed available that I highly recommend.