Obsessive Sharing Disorder.
I haven't yet asked Iain if he was being serious or sarcastic. Chances are he was being both and I agree with him. We all know we are social, we all know we don't want to be interrupted, we all know that marketing needs to be shareable. We all know all this and agencies, books and careers have inevitably sprung up to fill the potentially lucrative vacuum.
But what is all too often forgotten is that it's optional not obligatory. We all want the opportunity to share, but most of the time most of the people aren't actually going to do it. I wouldn't be surprised if there's a 1:9:90 rule to be uncovered here. The massive are still passive.
We're becoming obsessed with the sharing when we should be obsessed with all our customers, especially the introverted majority. And in so doing, we run the risk of ending up with this sort of thing.