[Actually people love lists - ask David Letterman]
It's almost certainly something to do with the promise of structure and informational density and that.
And that fact that it's very spreadable content.
Julian has put together a Top 12 Historical Social Media Moments in Marketing and he has very kindly included the transmedia planning post I wrote [stealing heavily from Henry Jenkins] and its subsequent spread across the Internet and beyond at number 7.
The Age of Conversation comes in at number 11 - the sequel to which comes out soon [the list is actually a chronology not a ranking].
Read the rest here.