Down in Austin, Texas, the South by South West (SxSW) festival has started in earnest. A collection of music, film and interactive mediums, it’s an event that always sees a large social media presence. And precisely why I’m glad I’m not there this year. Scanning through some tweets about SxSW it’s clear to see that, while not everyone has fallen for the malaise, the same social media circle jerk love-in so visible last year has already set in. Comments about…