The phone has turned into a lot of things: first an organizer and phone book, then a crappy camera and finally a digital music player. And its latest incarnation? It’s turned into the modern-day equivalent of the pet rock. For those of you that don’t know, the Pet Rock was a joke-turned-into-huge-fad back in the 1970s, in which one advertising executive, Gary Dahl, turned ordinary stones into low-maintenance pets. The trend carried on into virtual pets, which especially took off in Japan--kiddies cared for an electronic box that, in turn would respond to virtual feedings and play. Finally they went online with sites like Neopets.com, creating whole alternate universes for these simulated pets to romp in.

The latest incarnation of the pet rock is a concept that even adults can get into: the pet model. Last week CBS Interactive released its mobile game America’s Top Model, based on its hit TV show on CW. While you don’t feed or pet your virtual model--sorry, you sickos--you do help guide her through the various stages of her training and career. And when you get bored or just tired of the daily demands of your increasingly fickle starlet, you can pass her on to a friend’s phone where he or she can see to your model’s needs for a few weeks--hopefully she’ll want to come back…