Second life seems to be getting a lot of press at the moment. A tv station, embeded reporters and tales of millions to be made are all making the headlines. But one apsect of virtual life is starting to rub as [technology blog Techcrunch point out](http://www.techcrunch.com/2006/11/13/dell-to-make-announcement-in-second-life/).

This new trend of announcing news in Second Life is generally pissing off journalists, who don’t have a lot of time to waste. But Dell is apparently going ahead with plans to host an invite-only press event inside of Second Life on Tuesday morning at 10:15 AM PST to announce that they’ll have an ongoing presence within the virtual world.

The trend they refer to is highlighted by a recent announcement by Sun Microsystems that they were hosting a press event in Second life. Sound like fun? It was one press event too far for technology ubersite Zdnet.

Memo to Sun: Stop trying to be so damn trendy. Taking Java open source is a big development, but then you muck it up with having a developer Q&A in Second Life. No parallel Webcast. No conference call dial-in. No alternate means to drop in. Ask yourself the following: Would any of your peers (grown-up IT companies) have held an earnings call only in Second Life? How about a merger? New development platform? Didn’t think so.

Is the shine rubbing off Second Life for tech hacks? Maybe. But its’ more likely that they are getting a bit frustrated at always having to react to industries insatiable bandwagon riding.

The journalism industry is not much different from Dell or Sun. Latching on to new technology, to support or attack the changes that seem to be coming thick and fast.. But are they really? Are the issues we face at the moment any different from those we have always faced?

In an article in the Media Guardian Anthony Lilley, chief executive of Magic Lantern Productions, calls for a bit of perspective on the media industry chasing every new innovation on the web as the ‘next big thing’.

It’s also pretty unsurprising that it’s the novelty of technologies that gets the most attention at the time. The archives of the 1960s, for example, are littered with gratuitously colourful sets designed to make the most of the arrival of “colour TV”.

I suprised there arent more people saying what Techcrunch and Zdnet are saying. As Lilley points out.

It’s hard enough to hear the echoes from the past, so vibrations from the future can be really elusive. They can easily be missed if you’re listening out for the wrong thing or if they’re drowned out by the hype that surrounds the latest fad.

I am as willing as the next man to see how we can harness new technology and make it work for us. Maybe that makes me culpable to the cult of the new, I dont know. But we arent going to be able to continue serious debates about its impact if people just play with it then discard it.

Perhaps, those of us who are just as attracted to the shiney stuff, but more pragmatic about its use, need to start a movement for the responsible use of technology.