I thought the whole point of the various social graph implementations was to build a datastructure that handles details on the level of an individual: who your

I thought the whole point of the various social graph implementations was to build a datastructure that handles details on the level of an individual: who your friends are, what you shop for etc. http://en.wikipedia.org/wiki/Social_graph http://en.wikipedia.org/wiki/Social_graph E.g. I was browsing cutlery on Crate and Barrel, suddenly I'm seeing ads all over the internet for products that I was viewing. I visited Digital Ocean's site and I see ads everywhere offering their hosting. Same with New Relic. If I had to guess, the economic systems that underpin these ad networks are getting stronger and eventually they will all merge. Well, of course there will still be big players like facebook, but you get my point.