A few weeks ago I browsed through my friends’ activity on social geolocation giant Foursquare, something I’ve found myself doing less and less frequently over the past few months. One check-in in particular caught my eye – the former global digital head of an industry leading social practice had checked in to “Planet Earth” with the note, “Kind of over this checking in thing. I think this should cover it.”

I don’t think he’s alone, as I’ve noticed fewer and fewer of my Foursquare and Gowalla friends checking in with the gusto they might have at this time last year. I myself certainly don’t pull up either of those apps the second I arrive in a new location like I once did, and most times I just leave my iPhone in my pocket altogether.

So why have we lost our lust for location? Contrary to popular belief, it’s not because users are squeamish about telling their nearest and dearest social buddies where they are at a given time. It’s because we’re a demand generation, and we haven’t found a satisfactory answer to our most influential question: What’s in it for me?

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