#therich A few years ago, a tiny social network catering exclusively to rich wastrels called ASmallWorld became a momentary fascination of gossip sites like ours, because, hey—an "invitation only" snobby Facebook for rich people? Someone dial up the NYT Style piece at once! At the peak of its hype, the company attracted Harvey Weinstein as an investor; but ASW's traffic remained flat, and the sheen of the "Myspace for Millionaires" wore off, and he offloaded his stake.