The news, long expected, that Facebook would open-source its platform is not reviving the buzz. And the comparisons people are making now are not as complimentary.

A revamp of how Facebook handles third-party applications is "Orwellian," one observer says, which I suppose makes Zuckerberg Big Little Brother. "We've heard from many users that adding applications is cumbersome," writes Facebook developer Pete Bratach. And yet application-tracker Adonomics reports that Facebook users have installed more than 912 billion applications. The real effect of Facebook's redesign is to make it less likely that Facebook users will install applications their friends use. This may reduce complaints about annoying applications, but it will also slow the spread of applications on Facebook from user to user — an overwhelming part of the Facebook Platform's appeal.

It's sensible for Facebook to do something about its reputation for being all about zombies and pirates. What doesn't make sense is dissembling about the reason it needs to. Facebook's problem isn't that applications aren't popular enough; it's that they've become too popular, and grown out of control. The changes to how applications get added, as well as changes to the design of profile pages which downplay applications, will put more of Facebook's screen real estate back in its control. Why not just say that?

Because Facebook needs to maintain the loyalty of developers, if only for appearance's sake. I've never been convinced that widgets add that much to Facebook in a business sense. But they gave Facebook Valley buzz, which it cleverly, and profitably, capitalized on. Microsoft would never have invested in a mere social network — but start talking about Facebook as a computing platform, and the likes of Bill Gates get interested fast.

Which is why, when Facebook executives get up on stage talking to a Wall Street crowd, as Mark Zuckerberg and Sheryl Sandberg did last week at the D6 conference, they're swift to talk up the work of developers. But on the site itself? They'd just as soon the developers disappear.

(Photo by Brandee Barker)

Similar spam and phishing techniques have been around for a while; what's notable is that Tagged has received $7 million in funding mostly from the Mayfield Fund and is leveraging the popularity of social networks to boost traffic for advertisers. Tagged is even boastful about their intentions, barely mentioning users on their About Us page: "Advertisers love Tagged because they get clear, uncomplicated access to our audience. Our team is dedicated to making every advertiser successful and can develop and support any type of ad campaign."

The request for passwords should be alarming to all, but resisting an invitation from a friend using their email address may be difficult for everyone but the most paranoid in this age of collecting online friends. As social networks proliferate with me-too features and a desire to make a quick buck, these tactics are sure to proliferate along with them. One would imagine VCs would be more reticent to invest in such tactics or that the spamming would quickly be shutdown by the vocal web. At this point, Tagged and its investors show little signs of concern.

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After the jump, the brackets for the whole Snacky or Flacky tournament (the Snacky or Flacky Tourney Bracky).

Part of: Valleywag hotties: Snacky or Flacky? [Valleywag]

CEO Trent Bigelow told USC's Daily Trojan, "It's not about creating a better Facebook, it's about changing the way we network online." His plan: integrate e-mail, messaging, and calendars into a social network so it's actually social. When he pinged Facebook founder Mark Zuckerberg with some of these ideas, Mark snubbed him.

Now Trent has a team (mostly classmates from the University of Southern California), a welcome site (in the Web 2.0 national colors of blue, pink and white), and some time for a Valleywag IM interview. Here 'tis, with the boring bits edited out.

Valleywag: Righto. So you're young. About...I'm guessing 20?
Trent Bigelow: 21 next september (sound like a kid doesn't it)
Wag: No prob, I'm 22, half the CEOs here are closer to our age than Steve Jobs's.
Get any calls from a journalist doing his requisite "30 under 30" article?
Trent: nothing published yet...have a few that are interested...amazing that a college newspaper can do this much buzz
Wag: How's the reaction been? What types of people calling you?
Trent: great so far...everything from VCs, companies (potential partners), potential hires, and even students who just want to help...everybody seems to be telling us that if we deliver what we're talking about...then we're onto something big!
Wag: And what you're talking about is "social networking that's actually social and works." [The site tagline]
Love the phrasing, by the way. A lesser man would have put "And it works too" in a separate sentence.
Trent: yeah, sounds like us...we think we can go way beyond just profiles and comments
Wag: If someone said, "But I already have Flickr and MySpace and Upcoming," how would you respond?
Trent: i'd say, "sure, but sooner or later, if another service can converge all of those features in an all-encompassing environment, that the organizations you're involved in, with much more relevant features, wouldn't you take the simplier, better experience?"

Wouldn't you? The answer — and the other four-fifths of the interview — after the jump.

Wag: No.
I'm just messing with you, that sounds great. You have calendars, an e-mail interface, profiles, groups, and photo sharing listed on your "The Idea" page. Any other major features?
Trent: the key is where the users are going — not where they are... we're working on ways to make an user exodus realistic and likely...starking with social circles...
Wag: So you're aware of MySpace's death grip on the average kid.
Trent: yeah, but...no one expects really deep tools and environments for communications, collaboration, and all other kinds of fun interactions...we're thinking of really out of the box ideas...that i don't think anyone is expecting from the other guys...
if students are willing to spend so much time on this current sites with such little to do, what will happen when we start really opening new doors? we know we'll need to partner with other content providers, ventures, and organizations to make this a reality sometime soon.
Wag: Hot stuff. Who's paying? Get any funding yet?
Trent: well, that's complicated...maybe in a few weeks we can expect a couple of "interesting" announcements... let's just say no one around here is sweating much anymore...
i'm sure everyone's heard of them...
Wag: Are we talking "This round will last for years" money, or "Okay, enough to get to round B" money?
Trent: it depends on how excited these guys get in the next few weeks...probably somewhere in between.
Wag: How'd you assemble your team? They're all still in school as well?
Trent: yeah, almost all of them are still undergraduates. Don't let their age fool you, though, they're some of the most talented and passionate people I've found yet. I networked among USC's professors, student organizations, as well as family and friends. A lot more tried out for the team, but only the best stayed. This is a good thing.
Wag: "Don't let their age fool you"? That's totally going to end up in your first New York Times profile.
Youngest team member?
Trent: youngest member, 18.
but a 16 y.o. from Boston really wants to join...he's been emailing us everyday since the DT article broke.
Wag: Brilliant! E-mailing him back?
Trent: we've made a real effort to email EVERY person back. I hope to get him and others (minors) involved in a new virtual internship program we're hoping to launch in the next year.
if you've guessed it—something that sets us a part is that we're user empowered, it's a collaborative movement that we're leading.
Wag: User-generated, Live Web, and all that jazz.
It's as if you're already in the Valley.
Trent: yeah, it's funny that many (older) analysts seem to be really impressed with the "big guys" user experience...like they've earned their users via best features...we all know that's not how they did...but that may play a big role on how they lose it...
Wag: So let's go over some things on your bio.
Trent: uh oh...
Wag: You say you talk to your furniture. What are some things you've told your furniture?
Trent: it's mostly asking them questions...why do i have to study?...why does cafeteria food suck so much...and what's going to change the global economy in an wireless-internet-everywhere environment
Wag: And this furniture, does it talk back?
Trent: no, they're all pretty lame...
Wag: So okay. Your bio says you like Coldplay. WTF, Trent?
Trent: yeah...that's about as mainstream as i get...what about Air, or Lemon Jelly? what do you like then?
Wag: You have just redeemed yourself.
Trent: whew...close one.
Wag: Let's get the bloggers to link to the interview. What are some of your favorite blogs?
Trent: steve rubel's (now), techcrunch, oriellyradar...
there are others
Wag: Has TechCrunch's Michael Arrington contacted you yet?
Trent: not....yet.... (call me, Michael....) j/k
Wag: He's totally going to call you.
Trent: we'll see... i feel special just being on valleywag...
Wag: Oh, don't — being on Valleywag halves your Q score. And probably your IQ score as well.
Trent: damnit!
Wag: Tom from MySpace has a friend-only profile for collecting hot Asian girls he's met. Will you have anything like that?
Trent: i don't about tom...but i've got a fantastic, amazing (etc) girlfriend...so, if I have a special profile...it's just going to be for her....awww...
*(don't know about tom)
Wag: Awwwww. Just a moment, I'm throwing up a little into my desk drawer.
Trent: yeah, that's expected...
Wag: All right, when should we all keep an eye out for a Palopia launch?
Give us a ballpark range?
Trent: give us a (within) year, and we'll give you give something to talk about...
partnerships take time...we're betting a lot on them (beyond what we've already got)
Wag: Couple last things.
You have a college team, a community college team, and a high school team. What about adults?
Trent: although we want to eventually expand and help EVERYONE...we think we've got a better immediate connection to people closer to our age...(for the time being)...we'll see...i think we should focus on our core for the launch...
Wag: Groovy. So before you crush them beneath your friendly pastel-blue army boot, what do you want to tell MySpace, Facebook, and all the other social networks?
Trent: apologies in advance...for actually caring about the user experience and their safety.... also, reminder... it's about relevant partnerships, the power of the brand, and making a member movement...
Wag: Cool. Last question: Who on the team is single? Cause a couple of you drop the girlfriend bomb on your bios, and that's just a letdown to all the other tech kids.
Trent: i think maybe we could help form some new relationships for even the most tech savvy kids out there...
you never know how much palopia will help.
Wag: So could someone on this team hook up with a hottie on their own site?
Web 2.0 is the ultimate aphrodisiac.
Trent: absolutely....

The man who tried to buy Facebook [USC Daily Trojan]
Palopia [Official site]

• VIP-club roll-outs: Facebook was nearing its saturation point. The social site had 85% of college students on its roster, but the million-dollars-a-week revenue didn't matter if Facebook didn't grab more, more, more. So it expanded to companies yesterday, using an old trick from its first college-listing days: delayed roll-outs. For now, employees from only 10 companies and 1 non-profit can snag corporate Facebook profiles.

  The cool kids at Apple, Intel, EA, Amazon, Intuit, and Microsoft (and a few non-tech corps) can get past the velvet rope; Googlers and Yahoos are left in the cold until the next round. Now whenever Facebook needs a numbers boost, they can pop another Fortune 500 company onto the list. [Inside Facebook]

• We are the world: Dave Sifry's Technorati really is growing — the blog search index is doubling every 6 months (wait, wasn't it every 5.5 months two months ago?).

  But that story's not sexy enough for his fans and investors. The VCs want a grand metanarrative, they want to be part of something big, where they were in on the ground floor, they were pre-Singularity, man. And Sifry gives them that: "I continue to marvel at it, but the blogosphere continues to grow at a quickening pace."

  Not exactly, Dave. Just because you finally added MySpace to the Technorati index doesn't mean the blogosphere doubled — it means you stopped ignoring it. And some day, Technorati will run out of massive blog indices to discover. Hopefully for Dave, it'll be after his IPO. [State of the Blogosphere]

• Crank out the pageviews: Kids! News Corp. is cool! Honest! Look how influential and huge we are at MySpace, with our pageviews approaching Google!

  

  Pardon? 10 cents for a thousand pageviews? A flood of useless clicks every time you visit — log on, log on again, refresh so it works, click twice to enlarge, click three times to rearrange friends? Faking traffic to seem bigger than Google? NEVER YOU MIND THAT. [Mike Industries]

Tom Anderson [Yahoo! 360]
Earlier: MySpace Tom hooks up on his own site [Valleywag]

"Well sure," you say, "Arrington would say that." Okay, you're mean, but the more cynical blogger Om Malik hasn't written off Wallop either. Karl told Om: "We are trying to bring the elements of off line (physical) interactions into online social networks." So of course I have:

Ten ways social networks could be more like the real world

1. Setting two profiles as "in a relationship with:" takes a priest and a prenup
2. If you want to introduce one LinkedIn contact to another, you have to actually know their names off-hand
3. No more MySpace angles — everyone gets one full-body photo in flourescent light
4. New relationship categories: Friend, Contact, and Trying to Sleep With
5. Brazilians are not taking over but are in fact frustratingly rare
6. Using the restroom next to someone doesn't make them a business contact
7. You meet people before you know what their underwear looks like
8. Ugly people have friends too
9. Around three years after college, all the cool kids and all the rejects switch places
10. Tom gets all uppity

Microsoft Spins off Wallop Project [TechCrunch]
A Dash of Wallop [GigaOM]

If there's one thing companies need, it's buying a white-collar MySpace where employees can hang out. Just imagine: photo galleries of the last drunk office party, an auto-play track of "We Built This Starbucks" and photos of the secretary where, due to clever camera angles, she kind of looks hot.

MySpace for the Office [BusinessWeek]

The original cause of this unexpected demographic is shrouded in mystery (or written somewhere that I didn't bother looking). In any case, it's just another example of the demographic splits we demand from our Net experience. So in the interest of keeping you from accidentally meeting new and different folks, here's where to find your demographic in the world of social networking.

Happy in-demographic socializing!

A Web Site Born in U.S. Finds Fans in Brazil [NYT]

Jokes that became businesses
¬ Dogster: On the Internet, no one knows you're a person.
¬ Consumating: Let's drop the games and get laid, k?
¬ Fucked Company: Undertaker of the business world.
¬ Hot or Not: Discount on dating profiles if you rate a 2.

Vice versa
¬ Friendster: Needs more "Tom."
¬ Netscape: It didn't need to outrun the bear, just outrun Internet Explorer.
¬ Facebook: What does it take to go from The New Black to a laughingstock? A $2 billion rumor.

Antisocial Networking Gets Hip [Wired News]
Snubster [Snubster.com]

I just found out that Sconex.com was acquired by Alloy for around $6 million. I found that pretty interesting, especially given all the hubbub about Facebook.com's possible price of $2 billion, as Sconex is pretty big in the high school social networking market.

As far as the gossip angle goes, I don't know all of the details, but I know at least one of the founders of Sconex is at MIT (in contrast to the Facebook coming out of Harvard). The two schools are rabid rivals, so if Facebook goes for more than 100x what Sconex went for, I guess the big H will come away with this win.

Alloy, Inc. Acquires Sconex [Business Wire]

The joke dot-com du jour (no, not Tagged, this one knows it's a joke) is isolatr, which promises to hide you from other people. Best gag is the "getting lucky" error page.

Metroblogging king Sean Bonner made it. Sez Sean: "Of course I did. Anything hilarious on the web most likely originated with me." Is he revealing "not at SXSW" loneliness? Aw, hell no.

isolatr [beta]
Isolatr launches [Sean Bonner]

Okay, so Steve Jurvetson spends 300 grand on a power breakfast. This is the tiniest investment since the purchase of Manhattan. But it's that first small step on the long journey to superstar social network. Because XuQa has one killer thing going for it: It's even more fucked up than Myspace.

Earlier: Wouldn't you fund XuQa? [Valleywag]

With this dough, here's the game plan: Go party REEALLLY hard for like one weekend. Wake up with a hang over sooo heavy that we can't see the Error 808 on XuQa. Put our faces in the toilet and throw everything we've got in there.

Business blog alarm:clock doesn't think XuQa has a chance at VC funding. But seriously, this is the perfect teen-and-college hangout site — because it's totally useless, what with all these toys and meaningless messages members can send. Cause if there's one thing everyone learned from the mobile phone craze, it's that teens dig time-wasters.

Yet Another Unstoppable Youth Social Network [alarm:clock]

If it does suck (and you kinda know it will), chances are Google won't admit it. It's not like Yahoo, who bought del.icio.us to fix problems with MyWeb. Google just doesn't do that, because they're INFALLIBLE.

But hey, maybe the Measuremap deal shows they've learned their lesson. After Google rolls out whatever geeky, confusing bookmark system they've built, they could still buy Digg.

Rumor: Google to buy Friendster [a doubting SiliconBeat]
Friendster recapitalized

Friendster Recapitalized [TechCrunch]