Brands building their own social nets – surely that is cart before horse?

In his post All Software Should be Social Fred Wilson points to this New York Times article on the future of social networking.

One part of this future is brands building their own social networks.  I can see why this would be a marketeers wet dream but surely it is ass backwards?

Brands take themselves to where people are, not the other way round.

UPDATE:  I just read here that Motorola tried to build a virtual community inside SecondLife and that on a check one afternoon last week there were all of 11 people there.