Seems like they're trading in a simple business model (give customers what they want and charge them for it) with a complicated one (try to give customers what they want while trying to charge advertisers.)

They're targeting the most vapid of users with a concept designed for marketers first and users second. It may be profitable but it just seems so unbelievably boring.

sigh - expressing one's individuality by splattering brand logos all over one's profile? Perhaps some teenagers will actually fall for it.

Fun application: calculate a profile's "individuality" (ie how many people in the world have tattoed themselves with the same brands as you).