Not long ago the word community was mostly tagged on to the end of the phrase 'Care in the...'.

Now, thanks to MySpace we've moved on and you're no one if your virtual friends don't outnumber your real ones.

Of course, wherever the masses go the brands will follow. Calvin Klein has just trademarked the term 'technosexual' in the belief that its blogger-friendly fragrance in2u will take the geek community by storm. The trouble is that geeks invented the idea of online communities and they're not exactly happy about old world brands stomping all over their patch.

And tonight the Scandinavian networking brand GLife are holding a celeb-packed party to mark their UK launch. Unfortunately Rebecca Loos is invited to the party. Even more unfortunately their "luxury, trendsetting social networking media community" is actually split into levels: the first anyone can join, the second you have to pay money to get into. It's like Scientology, only without the aliens.