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I used to use Last.fm too. It's not really social, at least no one used it for that. It was more for tracking what was being listened to, more than what our friends are listening to.
I'm only 24, and I can tell you from experience that sharing music isn't very fun. I've scared more people away than I have gotten people into artists and bands. Mostly because music is personal, can speak to the listener, and paints pictures in our minds. I have only been able to talk and share music openly with one person my entire life.
A lot of people want to be told what to listen to by the industry. That's why iTunes Ping, the social aspects of Spotify, and Twitter Music are failing and failed. Most of it is just noise for the general public.
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