Thank you for formulating what I am thinking every time I hear his name: "Who is this guy and why should I care ?". The Paris Hilton analogy sounds spot on; Scoble is the socialite of the tech scene. Reminds me of the "social media expert" illustrated at http://theoatmeal.com/comics/websites_stop, "like a webmaster from the 1990s, except you can't even code HTML".