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Backlash rumbles as popularity of celebrity tracking explodes launched last year with a promise to open up a new frontier, showing "what your favorite celebrities are up to and where they were last spotted." The website, with its world map and pop-up photos, joined a handful of others actively stalking and pinpointing the whereabouts of the rich and famous.

This is progress in the media today, where celebrity sites proliferate like breathless teenagers at a Justin Bieber concert and privacy concerns are raised only by the relentlessly retro old school. At least that's the view from potentates of the tech industry and the many bright young engineers who chase their venture dollars.

Something larger and more revolutionary is going on, they suggest. So just get on board.

"The world is a very different place than it was," JustSpotted co-founder A.J. Asver, 24, said in an interview from his San Francisco office. "If you look at the evolution, people are far more open than they used to be. It's only realistic, if you are a public person, you are going to be caught up in this exposure."

Asver, an Oxford-trained engineer, and his twentysomething co-founders are surfing a wave of social media innovation, with sites allowing participants to play video games, trade players in fantasy sports leagues, post dollar-by-dollar accounts of what they spent at the mall and obsess on their idols' every move.

"Just saw eva mendez at cvs," read one JustSpotted update on actress Eva Mendes. "She has horrible skin but She's still cute."

The business of being social online has never been so big, as evidenced by the fact that Silicon Valley venture capital outfit Kleiner Perkins Caufield & Byers last week launched a $250 million fund to provide even more start-up money for social media entrepreneurs.

But as entrepreneurs and much of the public seem ready to push forward, some artists and intellectuals have begun to turn off their GPS locators, unfriend Facebook and dig in their heels. They're powering up a discussion that has been a long time coming.

In an experiment at Bournemouth University in Great Britain, students who forcibly separated themselves from new technology explained how bereft they felt after just 24 hours without their gadgets. Some described in later essays how much they liked doing new things, like reading novels in print form. It made them realize how distracted and unproductive they became living online.

The college campus experience makes a nice analogy for how consumers adapt to social media. Students arrive for their freshman year brimming with energy and expectation, ready to join every group, hit every party and try every new experience. The dorm room remains constantly open.

By the time they are upperclassmen, the college kids have worn down a little and become more selective. They'd prefer to party mostly with friends. And they might even consider some quiet time and shutting the door for a few hours of shuteye.

Likewise, early adopters have embraced sites like Gowalla and Foursquare with relish, plotting meetings with friends and people they want to know. acolytes invite the site to troll their personal records, from Netflix, Amazon and even their checking accounts, in order to post detailed accounts of what they are buying and how much it cost.

According to "Zuckerberg's Law," people will routinely be sharing twice as much information as they shared the year before.

No doubt some users will remain dorm freshmen forever, enamored with their multiple commitments and platoons of online acquaintances. But others will inevitably retreat, settling on the sites that require the least amount of time in return for the maximum information, insight or real-life connections.