Good press from the big guys at USA Today.

Wright compares this process of collaborative filtering to Amazon.com's recommendations features. "When you are encountering content other players have made, you will be able to look and see who made it and flag it and say, 'I'd like to see more of this person's content.' It's like a buddy list.

I can already see lives getting sucked down into this world, never to emerge. I just hope I'm not one of them.