Search engines have been ruling the online world in terms of the search for information for more than a decade. However, consumers are starting to shift to gathering information the old-fashioned way, albeit with newer technology. The shift has prompted online companies to seek ways to tap into the wisdom of people's social circles. Amazon.com, for instance, allows shoppers to link up with their Facebook accounts, and then the company displays favorite books, movies and other items of their friends.
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