Ever heard of the Fujiwara effect? It's when two tropical cyclones come in such close proximity that they actually begin to orbit one another. In the end, the smaller of the two storms is either drained of its strength or entirely swallowed up by the larger tropical storm.
It's amazing to watch. And we came close to doing so during the 2010 hurricane season, when storms spawned off the west coast of Africa seemed to travel in pairs, very close to one another, yet not close enough to achieve the rare Fujiwara effect.
We can correlate the vortex-blending of the Fujiwara effect with what's going on today between the large storm of social networks and Web 2.0 applications swimming around the Internet, and an insurance industry that's dancing around the social networking world but, in many instances, is not yet quite orbiting it. 
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