Vulgar, but in the right way? / by Dan Weingrod

Reading an article in the Times Week in Review on Arcade Fire's marketing of "the Suburbs" I came across this quote. It kind of drops things down to a different level:

“Everyone wants to be more popular; you don’t want to be less popular,” said Doug Brod, editor of Spin magazine. “So you take what steps you need to take to get there. What they’re doing, people may find it vulgar, but I think they’re doing it the right way.”

I wonder how this applies to the way we approach Social Media, tweeting, Facebooking etc. I'd like to think, like I suppose Arcade Fire does, that it's all for a higher purpose, but maybe it's just the way things are going to be in this transition period.