Technology changes a lot and it is mostly expected to change the way we perform some strenuous or undesired tasks. Initially, computers were developed to do things human were too slow or to annoyed at doing because computers were able to do repetitive work without breaking down and screwing up. With the rise of computers a special community of people was born, those who could "talk" computer-talk, coders and tech specialists, who, because of their propensity towards long-nights in front of the computer, some lack of social life and the habit of speaking in highly specialized lingo became to be known as nerds or geeks. Interestingly enough, the term is a pejorative one as shown by the most common definitions that google provides.
BUT, the immersion of easy to use, shareable web 2.0 type of technologies into mass culture has managed to create a shift in perceptions and give rise to something resembling geek coolness. The power of being able to control the very essence of something that has come to be more a part of our everyday lives than TV - Internet, makes all this formerly-ignored community highly attractive from a number of points of view:
1. They can interact and work with the Internet
2. They may become very rich if they come up with something truly ingenious (witness the Google guys, Facebook creators etc)
3. They have developed a type of fashion that seems to catch on (message Tshirts, baggy trousers with loads of pockets) witness the google search
4. There is a big chance that infusing some geekiness will generate higher performance - as discussed in this Wired article
What makes this community so attractive is also its unwillingness to change and to become more like everyone else, thus displaying a form of rebellion which in itself is commendable. A questions remains though: this may be beneficial for the technology, but is it helping the rest? I work with "geeks" on a daily basis and so does anyone who has an IT department, and it seems that there is still a divide between the expectations of the two sides. Somehow both sides need to come to terms with the special needs of the other. And, however cool geek may be, I fear this process still needs to happen two ways, not just one :D
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.