Michael Agger talks with David Glazer at Google:
Glazer believes that everything on the Web is better if it's social. Checking out a stock? It would be nice to read chatter from other potential investors. Baking a cake? Look at advice from those who have already tried the recipe. Tempted by a new restaurant? See if your foodie friends have eaten there already. The reason we don't do these things now is that the "barriers to social are too high." It's still too annoying to fill out all of those registration forms, and there's no universal way to manage your online identity and networks of friends. Google and its partners want to collapse the barriers to social and give each and every one of us an entourage.
There's just one hiccup in this plan: Facebook, the place where many of us already have our entourage.