The Myth Of Location

Why hasn't Foursquare and other location-aware platforms taken off?

Let's not dismiss the amazing growth that online platforms like Foursquare have had, but they certainly do not have the mass adoption trajectory or passionate users like Twitter, Facebook and YouTube. So, what gives? Didn't us Marketers (and yes, I am lumping myself into this group) all think that location-aware goodness (and the ability to send a targeted message to someone who is physically close to whatever it is that...