Are Facebook Apps The New Brand Wasteland?

Three Minds @ Organic: "Second Life today, post-hype-apocalypse, contains scattered groupings of people in a whole sea of empty space, containing a number of eerily abandoned brand islands. When recently digging through every press release I could find about a brand launching a new Facebook App, I started to wonder if this was the new brand wasteland. At the front of the Facebook list are a myriad of highly social applications with hundreds of thousands, even millions of active users. But to the back are all of the big names (Coke, Honda, Adidas, Verizon) with applications drawing in... 12 active users?"