Real Ethnography vs. Fake Ethnography

Ethnography: is it a method, a process, a discipline or a literary genre? Cultural anthropologists want you to know that you're probably not doing "real ethnography" in design research -- does that make your research findings less valid?

I'll talk about the difference between "fake" and "real" ethnography, connections between user research and ethnography, and why "doing it wrong" in the field may be the right thing to do for your users, your clients, and your organization.