So it's been blogged for a while, quite for a few times by Fred or Brad

What is it? A search engine that treats your blog and your social network created around it as an ecosystem - my first analogy was "spotlight for the OS".

Does that make it that we officially have an online operating system centered around our social network with the blog as its center? It would make sense actually, our main presence online is not our facebook or myspace or linkedin account even though newbies might give it a primary try in the beginning when they might not be as familiar  with the online medium.

But our online needs evolve and our ego would ultimately require that our own online presence will be a personalized page updated on regularly basis and this is what a blog is for. We put our blog url in our facebook profile so *it is* our most important online spot. And this is from there we start to build our online social circle, be it under the form of a mini-facebook (welcome Ning) or pure and simple placing addons with our flickr, lastfm or linkedin accounts.

And this is where Lijit comes into play -- it is a product that might fly given the hypothesis that we build our network starting with the blog and then adding on. But what if we had toolkit ala wordpress or typepad that would create our social presence exactly mimicking facebook? Yeah, that would include a blog, a photo gallery, an incoroporated music player from our own repository aso. Then its search engine would be a fairly thing to do, methinks. But we don't have such a toolkit. Yet.