We hear a lot of discussion these days about social media and whether adoption is driven by demographics, lifestyle, or something else. Recently, while reading Marketing Metaphoria by Gerald Zaltman and Lindsay Zaltman, it struck me that regardless of the patterns of social media adoption, the applications involved tap into basic sensibilities we all share. Marketing Metaphoria, introduces a slightly different angle on the engagement gap, an angle that involves the overall way companies understand what their customers say they want. The Zaltmans describe a say-mean gap that typically arises “when consumers make nonroutine decisions, for example, when they respond to a new product or switch brands” (p. 9).