Fallows on Web Science Talk
James Fallows: Something Entertaining If You’re Feeling Smart.
Don't try this if you're feeling logy. Or if the mention of a Poisson distribution makes you panic (he explains in context -- essentially, it's about how purely random changes in browsing and linking patterns affect the audience for a site). But if you're ready for an application of mathematical laws and models to modern habits of linking, browsing, Tweeting, and connecting, then by all means dig into what he says.