I found this article on Financial times about how online Gatekeepers like MySpace and Facebook are making efforts to innovate themselves to attract more web-traffic - a core competence in their business. Web traffic can sometimes be purely hype, we all know that. But look at how Yahoo enhanced the level of "stickiness" to their website by creating a family of internet services and media sites. Google looks like they are moving in the same direction with OpenSocial...
If you are interested, take a look at this link:
http://www.ft.com/cms/s/0/e79c8702-8b15-11dc-95f7-0000779fd2ac.html?nclick_check=1
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