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"At the turn of the millennium, the internet seemed full of heartfelt pitches. Millions of users singing the praises of their favourite things – crowding around them, talking about them, calling for others to recognize their charms. Not the sturm und drang of social media: just clear-throated whoops, and echoes. Strangers like Pedro logging on to share their passions, not just once but every week, long after they had earned their Into the Grove membership rights, as if they couldn't help themselves."