Well...
Facebook / Twitter / YouTube have gained a ton of attention lately. There is a massive 'social media' push everywhere. Its just totally unavoidable, with traffic numbers from facebook starting to beat google on some sites, its a behemoth you can't ignore.
Where my REAL sore spot is when I sit at conferences (all snowsports-focused is what I'm currently talking about), talk to potential advertisers, or am involved with media sources... all they can talk about is 'getting social'. The issue is that the only social focus they have is facebook / twitter / pinterest / YouTube / Google+, etc. You'll sit through a "social media in skiing to reach the youth" seminar, and not once do they even mention any of the strong communities that are in our sport.
Skiers are a tight knit bunch, and our sport has an exceptional couple of tight-knit online communities. When you see someone not even give a hat nod to that, yet they have facebook like / google + / tweet buttons all over their site, its a touch silly. Niche communities are the future of social networking if you ask me. Someone who were to simply make a social push ignoring facebook, and focusing on NS/TGR/EpicSki could do very well. It wouldn't have as big numbers, but each of the numbers would be far more focused and useful.
So I'll re-phrase what I said to be the lack of respect of the niche and focused online communities in Skiing is what really gets my goat.