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According to the latest round of echo-chamber essays, PR people are now irrelevant to the tech industry unless they completely reinvent themselves. But how? Robert Scoble's Illiad-length roundup post links to everyone and rehashes everything, yet arrives at nothing. Scoble and his blog buddies want PR people to enter into vaguely defined high-maintenance relationships with them. What they're afraid to come out and say: Buy us lunch. Really, it sucks reading press releases on an empty stomach. (Photo by AP/Larry Crowe)