This actually goes beyond my original point about hitting the emotional triggers and how social recommendations are self-defeating. Think about why you or othe

This actually goes beyond my original point about hitting the emotional triggers and how social recommendations are self-defeating. Think about why you or others share things with friends. We share because we want the feeling of validation, the way it feels to make someone smile, or laugh, or wow them is awesome. The problem that social everything seems to miss is the receiving end of the social encounter. Ever have a friend tell you that you MUST see a movie, but you just dont feel like it? Or walk out of a great movie saying it sucked because it was "overhyped" this is all the same dynamic of feeling like you are on the losing end of the interaction. The end that is taking, not giving, the end that needs someone else, not the end that is needed. Pretty much the only way I am interested in seeing your likes or recommendations is if it is something I can share with someone else, it can put me back on top of another relationship, if only for a moment. This is also why we are so reluctant to share something that is not awesome or might not be well received by the other person, because it defeats the emotion that drives my NEED TO SHARE. I think this understanding of being on the losing end of a social interaction is an opportunity for someone to figure out a way to enhance this experience, and than they will really win the social commerce game.