That's unfair, he presents really good points. Any technology that helps real quality web sites with some social networking boost over generic MFA sites or content farms is a really good thing, but it depends how far they push the social angle or if its too easily gamed. I'm all for bringing the ole "word of mouth" to the 21st century. I don't call my friends for every little things, but if I see a friend who's really into alternative health "liking" the latest herbal vitamin complex or whatever, it's a great vote of confidence if I'm looking for one, especially since I know, as a friend, he's not a marketing shill, a pushy affiliate or a web spammer. I don't even use Facebook but guys, it's inevitable.