Steve is developing into a thought leader, and his insights are worthwhile, providing a good synopsis of trends. Three here, pertaining to FriendFeed:

1. peer influence as an emergent source of trust
2. search as an emergent tool
3. emergent millenial generation

Why Tiny FriendFeed Will Be as Big as Google – Advertising Age – Steve Rubel

First, there’s the rising influence of peers. Some 58% of opinion elites 35 to 64 said they trust a “person like me,” according to the Edelman Trust Barometer.

Second, there’s search. Some 90% of the online population searches, according to the Pew Internet for the American Life Project.

Finally, there’s the giant pool of Millennials. They have no problem living their lives online and are predisposed to creating and consuming content created by peers.