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To me it also goes back to making the information available and tagging it appropriately for the people who need/want it vs. pushing it to the market, esp. if it's not new.

Habit is a hard thing to break, yes.

This couldn't come at a better time. We're just now in the midst of re-launching our media center to take this sort of approach, and I think there's a lot of value in it. In the end, we may or may not get to implement all the elements that would really make it social, because the reality is, in the corporate world, it can be really difficult to make people who've always operated under the answer of "we do this because that's the way things are done" to take steps to, as you put it, build upon current practices, but it's encouraging to see other big names doing this, because that way it can become the answer to how things are done - for everyone.

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