So what’s the difference between dating and marrying a fad? Marriage is total commitment to a fad, despite any flaws the fad may have. Dating a fad means enjoying the benefits of the fad, but being ready to move on once the fad passes. From a business perspective, there is much to be gained by cautiously associating with a fad. The danger comes when a business builds itself on a fad. That is shaky ground, for sure.