Think about spam filters; if email didnt come from someone that someone you know knows, thats an important signal, and one we could embed in the environment; we just dont. I just want the world to be filtered through my social graph.
Clay ShirkyThe historic role of the consumer has been nothing more than a giant maw at the end of the mass media's long conveyer belt, the all-absorbing Yin to the mass media's all-producing Yang....In the age of the internet, no one is a passive consumer anymore because everyone is a media outlet.
Clay Shirky