Two and a half months since Erik Verlinde submitted his entropic gravity paper, and all of physics and cosmology has turned into entropy. Well, I am exaggerating a bit, and perhaps more than just a bit. Yet, fact is that within two weeks of Erik’s publication a steady stream of ‘entropic everything’ papers has developed at a rate of close to one paper per day. Gravity, Einstein’s equations, cosmic expansion, dark energy, primordial inflation, dark mass: it’s all entropic. Chaos rules. Entropy is king!

Or is it?

Could it be that an ‘entropic bandwagon’ has started rolling? Is this all not just a fad appealing to scientist tired of string theory? What is this elusive entropic force anyway? Do these folks really believe bits of information attract each other?