Gifts Under $30 Gifts Under $50 iPhone Emergency SOS Saves Man MyHeritage 'Time Machine' Guardians of the Galaxy 3 Trailer White Bald Eagle Indiana Jones 5 Trailer Black Hole's 1,000 Trillion Suns
Want CNET to notify you of price drops and the latest stories?
No, thank you

For Kate Upton, social media is now drivel

Technically Incorrect: Well, the model and actor actually said "bull***t." Having risen to fame very much through social-media support, she now says the art of it is gone.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

Kate Upton is throwing up her hands at what Twitter has become. Jimmy Kimmel Live/YouTube screenshot by Chris Matyszczyk/CNET

If you believe that life is essentially nonsense, then it's easier to accept that most elements of it are too.

People say one thing, do another and think nothing of it. They dream of having a certain lifestyle, then they exclaim: "What was I thinking?" Well, nonsense of course.

I am moved to this subway-level of philosophizing by Kate Upton.

The model, actor and seemingly quite real human being, has begun to wonder about social media and whether it's all worth it anymore.

My depressingly irregular reading of high-fashion retailer Net-A-Porter's online magazine has led me to her words and thoughts.

Should you be unaware, Upton is very social-media aware. Her Dougieing at an LA Clippers game in 2011 brought her quite some additional fame. She has almost 2 million Twitter followers.

Yet in a story this week in Net-A-Porter's The Edit, she said: "I feel like social media at this point is kind of bull***t."

At this point, you might exclaim: "At this point?!"

Wasn't it always just a load of self-regarding people wanting to achieve more self-regards? Wasn't it always an instant means of impressing friends and strangers, but rarely those you actually care about?

Upton explained: "At the beginning it was amazing and a lot of fun. It was like, 'Cool, I can talk to my fans!' And now I think that we're losing the art of it."

In Upton's eyes, art has, as it so often does, marinated into commerce. In Upton's words: "Now it's about who has the best marketing, not who has a really good personality."

I couple the idea that only the best marketing now works in social media with Upton's view that these days "the Internet is horrible."

There's a charming beauty in the notion that to succeed in a horrible place, your likeliest chance of success is wonderful (implicitly fake) marketing.

Isn't it true, indeed, that in our daily working lives we create these slightly (or even very) fake personalities to navigate the often horrible world of business?

We believe that we know what people would like to see and hear, not always considering that what they're projecting about what they want to see and hear is itself fake.

Social media is now just business. Discuss.