My friend Stan James has a great post on his blog about the inverse correlation between certainty and existential importance, and he extends this theory to some current internet / tech themes in what he calls "The rise of subjectivity on the web." Excerpt:
Paris is the capital of France. Your friends care about you.
Both statements are probably true, right? But one statement is more objective, more verifiable. The other statement is more important to you, more meaningful to your life.
You can find evidence for one statement in Wikipedia. You can find evidence for the other in Facebook.