Social entropy in software

One of the less obvious aspects of software entropy is changes in its social context. I use the Nike + iPod software when I go out running. Despite a recent software upgrade, if I run further than my previous sessions I get a congratulatory message from Lance Armstrong. I don’t imagine Nike really want me to take drugs, but for whatever reason, the context of the message has changed due to reasons outside of the software itself. It started me wondering what social entropy risks might be faced by software. I wonder, for example, if McAfee has experienced any negative affects from the bizarre behaviour of its founder? I’d be interested to hear any thoughts on this subject.