Nicholas Carr was, predictably, not impressed by the #amazonfail business:

Flashmobs were okay, but they had a couple of big downsides. First, they required you to go outside. Second, you had to, well, be in a flashmob.

Hashmobs solve both problems by transferring the flashmob concept into a purely realtime environment. A hashmob is a virtual mob that exists entirely within the Twitter realtime stream. It derives its name not from any kind of illicit pipeweed but from the “hashtags” that are commonly used to categorize tweets. Hashtags take the form of a hash sign, ie, #, in front of a word or word-portmanteau, eg, #obama or #obamadog. The members of a hashmob gather, virtually, around a particular hashtag by labeling each of their tweets with said hashtag and then following the resulting hashtag tweet stream. Hashmobbers don’t have to subject themselves to the weather, and they don’t actually have to be in proximity to any other physical being. A hashmob is a purely avatarian mob, though it is every bit as prone to the rapid cultivation of mass hysteria as a nonavatarian mob….