I like a lot of stuff. Sleeping, eating, my friends, puppies, my google calendar, an empty inbox, etc. Facebook has now changed all of their “become a fan of” X company option to a “like” button. Now users can “like” almost everything. Photos, wall posts, comments, links…oh yea and did I mention brands? It’s easy to get lost in vast array of option of things to like, but does this mean that consumers are engaging in a meaningful, emotionally-based relationship with a brand? My answer—no. It takes very little effort to like something and even less effort to skim over a news alert about someone “liking” something.