I read this in Seth Godin's blog and had to recycle it.
If the new web has a mantra, that's it.
So much time and effort is now put into finding followers, accumulating comments and generating controversy... all so that people will notice you. People say and do things that don't benefit them, just because they're hooked on attention.
Attention is fine, as long as you have a goal that is reached in exchange for all this effort.
Far better than being noticed: