When you need a new pair of shoes and, instead of looking for them on Zappos, you start a new thread in the cafe, then sit back and click on the links posted in the replies
Speaking of CC screen names: when we visited one of the schools that admitted her, my yD who was seriously CC-addicted during her senior HS year drew a cartoon of her CC screen name on her name tag. Several girls recognized it and told her, "Hi Ms. Screenname, I'm Ms. Anotherscreenname!"