Social Networking is the hottest property on the internet. Social Networks (SoNets) allow better targeted marketing and allow companies a glimpse into who is buying their products.
Most companies on the internet either have or are working on ways to establish positive mindshare by encouraging customers to talk about their products and build communities based on common product interests.
It used to be that the best source for information on what people were buying was financial institutions, which tracked what each account was buying, as well as large retailers that offered a wide range of products. Getting this valuable data was expensive and not always easy. Slowly, large online retailers discovered cross-promotion and established partnerships sharing customer information.