Github currently may use the "social coding" part for marketing now, but it can build off it in the future. For example, StackOverflow built a whole careers site off Q&A, Github can choose to go further based on real code.
This may increase the concern among some developers and algorithm managers that Github is becoming too powerful. There has been controversy in the past over Github's restricted API access to open source code on its site. Some developers want to move their code from Github, but they've come to rely on the automatic tools Github provides...