For the media, this is a Tom Sawyer moment. "Does a boy get a chance to whitewash a fence every day?" he says to his friends, and sure enough, they are soon lined up for the privilege of doing his chores. That’s a bit like how social networks get built. (Just imagine if Tom had also schooled them in the networking opportunities of the user-generated endeavor: "You’re not just painting a fence. You’re building an audience around your personal brand.") "The technology of a lot of these sites is very seductive, and it lulls you into contributing," said Anthony De Rosa, a product manager at Reuters. "We are being played for suckers to feed the beast, to create content that ends up creating value for others."