[slurgfest]

It would be a ridiculous conceit for these sites to think that we weren't being social before these websites started trying to make us be social.

Of course, they don't. The adjective "social" really refers to commercial exploitation of voluntarily provided information about social networks (edit: I mean the REAL social network, not the website which tries to take over its management)

This requires the violation of your privacy and as Facebook has been at the forefront of this, they have also been at the forefront of trying to stigmatize and discourage privacy.