Let's face it: The only time you've ever heard the word "flux" used in a sentence was either a) to describe the economy or b) next to the word "capacitor" in Back to the Future. Which is why you'll have no idea why MTV just spent all of its TRL rent fund buying out Social Project. Social Project is the group which MTV previously partnered with to create Flux, a social media network. You know guys, a social media network like Facebook, or MySpace, or… another one of those:

Now that MTV owns Social Project and thus has a 100% share in Flux, what do they plan on doing with their 1.21 jiggawatts? Why, use it to create social sharing of media content (fancy term for "look at my user-generated shitpile!) between the 1,300 sites Viacom owns. So sites like thedailyshow.com, souljaboytellem.com, and 50cent.com, which in total boast over 7.5 million users, currently involve a large, large number of people "networking" about their favorite Viacom-supported artist. And yeop, that includes John Stewart. (Who feels dirty now, bloggers?!)

This is still just a drop in the bucket compared to Facebook or MySpace's numbers, which compete with each other in the "over 100-million" bracket, though Flux is more aimed at media-generating just straight-up networking. So maybe the apt comparison here would be YouTube, which also has a "community" of individuals, with diverse interests such as "pwning" and "gay fggtry." Which is probably pretty similar to a 50 Cent messageboard, so there ya go.