I have a gut feeling that there may be some tune out on the practitioner side because of the word "software."

When using "social software" (I tend to call it software 'cause it ain't social till there are people involved!) most practitioners have come to the point where we use whatever software we can or have to use (based on availability, situation, cost, etc) and that the real practice comes in how we deploy the software. Now part of that is design, but most of it is group processes with PEOPLE. The social part.

Our attention, I'd guess, is more on social practices rather than on "social software."