Netflix has decided to ax a Facebook-based social tool that allowed users to rate movies and TV shows and share their opinions with friends, saying that users showed little interest in the offering. Netflix's social media troubles, along with the failure of Apple's Ping service, highlight the problem with themed networks tied to a single content provider, writes Jared Newman. "Social networks like Ping or Netflix 'Friends' aren't natural. They're a forced conversation that very few people want to have," Newman writes.

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