7 hours and 118 aftershocks later, the store was still open. Why? Because with the phone and train lines down, taxis stopped, and millions of people stuck in the Tokyo shopping district scared, with no access to television, hundreds of people were swarming into Apple stores to watch the news on USTREAM and contact their families via Twitter, Facebook, and email. The young did it on their mobile devices, while the old clustered around the macs. There were even some Android users there. (There are almost no free wifi spots in Japan besides Apple stores, so even Android users often come to the stores.)

You know how in disaster movies, people on the street gather around electronic shops that have TVs in the display windows so they can stay informed with what is going on? In this digital age, that’s what the Tokyo Apple stores became. Staff brought out surge protectors and extension cords with 10s of iOS device adapters so people could charge their phones & pads and contact their loved ones. Even after we finally had to close 10pm, crowds of people huddled in front of our stores to use the wifi into the night, as it was still the only way to get access to the outside world.

“My life”, says Rice, “is a testament to the idea that you can achieve whatever the hell you want if you possess a modicum of creativity, and a certain amount of naïveté concerning what is and isn’t possible in this world. I’ve had one-man shows of my paintings in New York, but I’m not a painter. I’ve authored several books, but I’m not a writer. I’ve made a living as a recording artist for the last 30 years, but I can’t read a note of music or play any instrument. I’ve somehow managed to make a career out of doing a great number of things I’m in no way qualified to do”.

FOMO is a great motivator of human behavior, and I think a crucial key to understanding social software, and why it works the way it does. Many people have studied the game mechanics that keep people collecting things (points, trophies, check-ins, mayorships, kudos). Others have studied how the neurochemistry that keeps us checking Facebook every five minutes is similar to the neurochemistry fueling addiction. Social media has made us even more aware of the things we are missing out on. You’re home alone, but watching your friends status updates tell of a great party happening somewhere. You are aware of more parties than ever before. And, like gym memberships, adding Bergman movies to your Netflix queue and piling up unread copies of the New Yorker, watching these feeds gives you a sense that you’re participating, not missing out, even when you are.

There is a company that sells radar equipment to the police as well as radar detectors to the public. Clorox is one of the world’s worst polluters of water, and also sells Brita filters to get the bad stuff out of the water again. Lawyers create mazes that you have to hire a lawyer to escape. Similarly social software both creates and cures FOMO. If you didn’t know that party was going on, you’d be home contentedly reading your latest New Yorker. But since you do, you hungrily watch each new tweet.