Technology does not determine practice. How people embrace technology has less to do with the technology itself than with the social setting in which they are embedded. Those who are immersed in a techno-savvy, technophilic community are far more likely to embrace technology than those whose social world is shaped by other patterns of consumption and communication. People’s practices are also shaped by those around them. There are cluster effects to socio-technical engagement. In other words, people do what their friends do.