Despite the attention grabbing headline, this article raises a simple and fair point that search brings results base upon links from people you don’t know, whereas Social Network search could return results your friends like.

There are actually three rather than two possible models on the Internet:

The Curations model: experts recommend.
The Search model: the crowd recommends.
The Social Network model: friends recommend.

Each will have its place and will be based upon the economics and availability of people producing the content people are looking for.

For example the Yellow Pages market will possibly fragment:

1. Curations: Zagats expert or Weblog writing key influencer model will work for high end restaurants and items you see in fashion magazines etc. (1 Zagats review of Nobu beats 100 Pizza eating teenage reviewers).

2. A Social Network will work for where trust is required (I’d rather trust my friends over a celebrity to recommend a Baby Minder).

3. The Search model for things like commodities based on price, such as where to buy Vacuum Cleaner (my friends might not know the best deal).

There will be overlap between the services and the types of things that they are useful for, but all three will survive as separate entities.

This list of the supposed 25 most valuable blogs aint worth a dime.

1. I know the actual numbers for a few of these properties, they are very different.

2. The list is note even close to complete – where are Treehugger, Popsugar etc. etc.

3. Alexa rank is largely irrelevant for these sites.

4. The multiple of CPM naively assumes all ad inventory is sold, this is never the case.

5. A five minute search will get you traffic numbers that are wildly different (remember the traffic numbers don’t tend to be secret because thats what publishers have to reveal to get advertisers). Drudge report under 10M page views per month? Absolutely clueless. This is out by a colossal factor of 50! Gawker actually publishes the live traffic stats through a third party and these are tracked in the same way as Quantcast so of course they are the same.

6. The operating margins are out by 30 – 40% for the properties I know.

In short, this list is put together by someone who does not know what a blog is, what the top blogs are, how they sell ads or what it costs to run them. In terms of making an effort to find out what he does not know, he has traffic stats that are less than 2% accurate for some, when the actual figures are published on the web by multiple verifiable sources and searchable within 10 seconds. If this were a high school project, it would be embarrassing.

Nice to see that our sites at Curations would come in the top 15 and our operating margins are higher than any here – even if they are wildly out.

Widgets, like the name suggests, are little things, not fully fledged services – they are the shareware of web and may have eyeballs worth as little as PKZip (remember that): Zip! Caveat Investor: very few widgets should be companies.

What is the connection between Bebo, who were acquired for $850M today and Sharethis who have just raised a Series B of $15M from DFJ?

The connection is that Sharethis’ page views, which justify such a high valuation for a widget, are worth less than the sub 50c CPM for social networks that is already spooking the ad driven online ecosystem.

Sharethis’ series B will be based on the idea that they can fold in ads to the widget, rather like Feedburner did with RSS. But the ad opportunity, the value ad, and the switching cost are not the same as Feedburner, and the reach is nothing like the ginormous number that might have critical value.

This is a bubble that will collapse soon. Why? Because if you believe the hype, then the little pagecounter widgets you put at the bottom of a page are worth more than the page, Sitemeter would be worth a billion.

Sitemeter is not worth the same as Bebo. A widget on a page is worth less than the page itself and people can switch widgets.

Everyone goes on about how great it is with kids, to live in Park Slope, Brooklyn. Its a district that is awash with strollers and of-the-moment wine bars, and people making an effort to say why its better than living in a shoe box in Manhattan. Which if it has to be said, raises suspicion, since almost anything is better than living in a shoe box.

But the amazing thing is that the primary thing people think about with urban kids is schools. People fight to get their kids into the schools in Park Slope, which is gobstoppingly amazing, considering what they look like.

This is the local elementary school – which looks like a Northern Irish. prison, before the ceasefire, with a sarcastic multi colored sign by Banksy.

Henry Blodget Spells out the Google problem that people have been ignoring, brilliantly.

Until recently everyone seemed to blithely assume that Google is immune to an ad spending pullback because its ads are performance based.

Wrong. Blodget points out the 800lb gorilla in the room, via an ad industry source. Google makes its money selling CPC ads not CPA ads.

If the average amount spent per click drops, because people spend less, then the value per click drops and therefore so does the CPC revenue.

A California court order takes Wikileaks down, over a juicy story linking a venerable Swiss bank to money laundering – something that the bank possibly has no idea is a perfect web conspiracy meme.

This makes everyone who has never heard of Wikileaks now know about its existence and at the time of this post, the site, stripped of its domain name, available at its skeletal Swedish IP: http://88.80.13.160/wiki/Wikileaks is now down – not because the court demands it, but because it cannot handle the traffic.

Thanks to the court order, Wikileaks is here to stay, because of the will of the majority, not the powerful or vocal.

In the same way, Wikipedia is refusing to take down pictures of Mohammed and Scientologists have, for the first time, failed to carry through with threats to sue, over leaked videos of Tom Cruise.

However trivial or small scale these examples may seem at the moment, like someone refusing to move on a bus, my bet is that this is a genuine phenomenon with far reaching implications. These actions represent the will of the majority, independent of legal loopholes, swarm democracy with direct rather than elected representation. The middle man of the parliament, congress, assembly or court has been removed. The Internet is redefining the role of many middle men, from music industry executives to realtors, but this is the top of the pile.

It will be interesting to see if it remains benign, swarm democracy rather than mob rule, but if you buy the democracy schtick, then you have to allow it to be tested.

A lot of chatter about this article in Scientific American which discusses research that shows the area of the brain involved with prejudice and the success of focusing on similarity to reduce it.

How Harvard students perceive rednecks: The neural basis for prejudice Blogs Scientific American Community

This is a subject I am fascinated by, if I had to pick a single criterion to judge people by it wouldn’t be how nice they are, but how nice they are to people who are not part of their tribe.

I have noticed, for example, that people who belong to very strong social or cultural groups are more friendly than average if you belong to that group, or if you accept the mores of that group. The same people are less friendly if you don’t belong or go along, and most intransigent when it comes to personal compromise in order to eliminate personal differences between groups.

This can be anything from what team you support, skin color, religion, nationality or taste.

In other words, a civilized society depends not on the people who are currently the most civilized, but those who are most willing to accept change, as social or cultural groupings change, split or coalesce.

Inevitably this means reasonable people rather than faithful people.