We made our reservations months in advance, as soon as reservations were accepted, hoping to get any date available in year 2005. We were lucky to get a table, as yearly up to one million people try to book a table – only 8.000 succeed – less then one percent. On the plane, we briefed ourselves with concepts and methods of chef Adrià's kitchen, s we have appreciated this to be a once in a life time experience, one of the things you read in magazines as "Things To Do Before You Die". Buried under stacks of printed-out articles we read about local Spanish cooking mirroring in Adrià's kitchen, him and his team searching for new break-throughs in cooking and presenting techniques, challenging taste concepts – maintaining his reputation as the best chef in the world.

Ferran Adrià arrived at El Bulli in 1983. At first he was imitating the French cuisine but had dramatically changed his approach after visiting a symposium in Nice in 1987. There, a young chef asked the famous Jacques Maximin, a leader of Nouvelle cuisine, "What is creativity in cooking?" The reply was that "Creativity means never imitating". This became a professional credo for Adrià who has a taken it as a rule in his laboratory.

It's clear Facebook is also in the midst of a huge shift: one from web pages that have no contextual data to mobile and wearable computers where there is a huge amount of contextual data. My desktop computer doesn't let me use it in different contexts like driving, skiing, running, eating, or shopping at the local mall. My mobile phone does. Facebook is in the middle of being rebuilt for mobile users, and soon, wearable computer users and maybe automobile heads up display users. Oakley, for instance, just started selling ski goggles that have heads up displays in them.One thing I noticed, after having conversations with about seven of Facebook's execs, is that some seem to be ahead of the rest of the company in their thinking. Sam Lessin, who is director of product, talked to me about the exponential growth in identity information and the kinds of personalized, contextual, experiences that will enable in the future. Imagine walking into a bar you've never been into before and they say "hey, Robert Scoble, welcome, do you want your usual Oban whisky?" Or, imagine skiing at Squaw Valley and they will know that you are probably hungry, since every day you check into a lunch place by 1:30 p.m. and it's now 1:45 and you haven't eaten yet. "Hey, Mr. Scoble, are you hungry yet? Our sushi restaurant has a seat available after your next run." Then imagine that I can invite a friend to join me, all via our wearable computers, and I learn that that friend doesn't like Sushi "hey, you invited Mr. Smith to join you, but we know he doesn't like sushi, would you like to switch to our steak restaurant instead?" That is all very possible, and Lessin explains how that might work.

The week started off with some good news for fans of supermodel Coco Rocha. "SURPRISE SURPRISE! Heading to Milan on a last minute flight. Those who have been complaining that I took my 13th season OFF may now stop :-)" she tweeted. Followed shortly by: "Just opened #Armani! My exclusive show for #MFW."

The carnival lights at Dolce & Gabbana were a huge crowd-pleaser, not to mention the runway looks. "Praise jesus! Stellar @dolcegabbana collection!! Quintessentially Italian, with all the colors, prints, and bling!" tweeted enthusiastic blogger Bryan Boy. British singer Paloma Faith agreed: "Wow the @dolcegabbana show was unbelievable. non credo! Era stupendo!" Translation: It was gorgeous. Teen Vogue contributor Eva Chen Bannister noted one of the designer's muses. "inspiration backstage @dolcegabbana: a collage of the incomparable Sophia Loren," she tweeted.

The transparent looks at Marni left an impression on Cathy Horyn. "Flat-looking tunics over sheer open Marni, in aqua, pink, flowers," tweeted the New York Times fashion critic.

"You hire entertainers to give speeches. I don't know who chose me to give a speech but just in case you hadn't noticed, I'm not an entertainer. For heaven's sake, Im the guy who chops a woman's finger off with a blunt axe to make a point."

Entertainer or no, Sam Neill's keynote speech to kick off this weeks Pinot 2013 Conference in Wellington New Zealand was riotously funny. For those of you who don't know, Neill is both a Hollywood actor, and also the proprietor of a winery called Two Paddocks in New Zealand's Central Otago wine region.

"I'm sorry. That was pathetic, puerile, unnecessarily flippant, and quite insulting. When I asked the committee what they wanted me to talk about, they said 'we'd like you to set the tone.' We'll I've lowered it already," said Neill.

"I've been lowering the tone all week. Apparently I was quoted in the paper yesterday as saying Pinot Noir is a performance enhancing drug. But that is a misquote. I said Pinot Noir is a performance enhancing substance. And I know from experience that the performance enhancing part is absolutely true" continued Neill.

He then went on to offer a minor treatise on the New Zealand use of the word "bastard" to which I can't do justice, except to say that Neill is, indeed, one funny bastard.