Our product focus is frequently (and currently) on boosting social interaction and reporting on it. I found this breakdown refreshing and well articulated:

Priority #3: social features, relies heavily on people using the site (might not be there at all).

The first two priorities presumably focus on adding value with the software, followed by the sharing of the experience with others.

But what about Facebookifying it??

Note: I have found 3 "sarcasm" emoticons:

:-! and ^o) and :d