The Neuroscience of Admiration

I know the medium is the message, but does every message have to be about the medium? People on twitter love tweeting about twitter, just as people on facebook love writing about the facebook redesign. Sometimes, this naval gazing can get out of hand, which is what I think happened with a recent (and extremely interesting) PNAS paper on the neural substrate of admiration and compassion. The paper, by scientists at USC, has nothing to do with twitter or online social networks or even the internet