Yet another sign of the times – from page 2 of the article:
"Click-through activism" is the term used by Chris Csikszentmihályi, the co-director of MIT's Center for Future Civic Media to describe the participants who might excitedly flit into an online group and then flutter away to something else. In some ways, he says, the ease of the medium "reminds me of dispensations the Catholic Church used to give." Worst-case scenario: If people feel they are doing good just by joining something -- or clicking on one of those become a fan of Audi and the company will offset your carbon emissions campaigns, "to what extent are you removing just enough pressure that they're not going to carry on the spark" in real life?
A better scenario for Internet activism, Csikszentmihályi says, would be if causes could break down their needs into discrete tasks, and then farm those tasks out to qualified and willing individuals connected by the power of the Internet.