The other Dark Social though is the fallibility of sentiment analysis and the question we have to ask is whether the 20% rule is at all appropriate now that people communicate in small bits of text rather than inblogs.
Apple ( AAPL - news - people ) rather than mostly on their own initiative in the wake of a hot story? (Police read blogs and use iPhones just like everyone else.) Should it come out that Apple was the prime motivator of a raid on a journalist's house, expect considerable critical commentary for it being heavy-handed.