Phil Gyford calls this “friction” (and yes, I’m being sarcastic):
http://www.gyford.com/phil/writing/2010/06/09/todays-guardian.php

Though actually I’m a little salty because I just got back from the National Conference for Media Reform and they were doing so good avoiding talking about social media until the final plenary when all of the banalisms came gushing out about the power of human interaction as mediated by a bunch of slick privileged guys with computer science degrees