Scoble very interesting on Facebook :

First, you’ve gotta realize that in Facebook’s life it will go through at least seven phases. We are moving from phase four to phase five right now. In each phase change people have gotten pissed off

[snip]

Phase 4. All those above+All People (in the social graph).

Phase 5. All those above+People and businesses in the social graph.

Phase 6. All those above+People, businesses, and well-known objects in the social graph.

Phase 7. All people, businesses, objects in the social graph.