"I agree that in order to "compete with Facebook, you have to build a service that offers users a specific social intent and the ability to engage directly around that intent." It seems intimidating to think about doing that, and my guess is that in the current context (angel funding for incremental change) few entrepreneurs will take on a challenge of that scale. Google have been developing their social layer ever since acquiring JotSpot. Only now is it seeing the light of day. And based on Eric Schmidt's comments at Zeigeist the purpose is to inform search, not to replace Facebook. But it is a big opportunity - competing with Facebook. I'm game. AndI have an idea. If you are a developer looking for a mission, ping me." - Keith Teare