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I think eventually Open Social will settle in as an alternative to company-specific platforms, but there are advantages to exposing more proprietary API infrastructure assuming companies can keep the attention of developers.
it may be that Open Social requires Google to use it on its own major domestic platforms ( gmail, igoogle, youtube ) in order to establish viability & critical mass. or perhaps MySpace can help them get it rolling with their community.
we'll see... 2008 is definitely going to be the Year of the Platform (or did someone already claim that for 2007, 06, 05, or 04? ;) this year fer SHUR.