Andrew Otwell just came up with the best ever phrase. He IMd me:

AO: enjoyed your reboot preso. It reminded me that I've been looking for a context in which the phrase "rapid application phenotyping" could be used.
MW: oooooh yum
MW: that's the web, isn't it
AO: I hadn't seen Lanier's essay before
MW:, say, is RAP for a certain class of applications, and once it's proved then other people can go and do it with the mass market
AO: it is: it's stirring up the primorial soup and seeing what sorts of applications stride out
MW: throwing geeks at an application is ray-tracing the social phenotype with human routes of behaviour