...when it starts popping up in all sorts of mainstream pop culture media. Now, I'm not saying there haven't been references to Facebook, Myspace, etc. before (I remember recently seeing an episode of My Boys that revolved around Facebook), but to have a large-scale movie (in this case, Funny People) devote this amount of time (HT: TechCrunch) to these sites suggests social networking is sufficiently well-known to the general audience that the material will be broadly recognized, not merely an insider reference. I suppose I knew this anyway, given personal observations: Two years ago, I was way too old for Facebook - now, parents and in-laws are sending me friend requests. Indeed, Facebook has arrived!