Changes in technology that allow users to carry their social-network identities from site to site could result in Facebook and other social sites challenging the dominance of the big four Web "gateways" -- Google, Yahoo!, Microsoft's MSN and Time Warner's AOL. "Web companies are no longer in a race to build 'destination sites' that attract vast numbers of users," writes Jeffrey F. Rayport. "Instead, social-networking players are racing to extend their influence over the entire Web by exporting their social features to all sites."

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