Agree that peers being something is powerful -- not so much for peer pressure (although that's important for some), but more for the sense that if 10 of your friends bought something, it must not be a total disaster. Peer protection.

That is the really far out view of a world where you have redlaser/blippy/amazon all tied together with a social network. "10 of your friends bought Red 5 Lime Flavored gum" etc on the low end, or "10 of your friends get their car serviced here" on the higher risk end.