New media outlets are always abused blatantly before they are used properly. As a site about a phone, the Xperia Play "site" (it's only a facebook fan page) gets an F. No photos, no technical specs... if you are looking for information about the phone, about the only thing it does is get in your way. You have to like the page just to see it's only video. It's as if Best Buy made me call a friend just to look around the store. To hang around long term, these brand pages will have to start offering genuine utility of some kind--and that's the same challenge for every site or trend on the internet.