Open-ended consumer internet tale

I´ve spent quite a few cycles lately looking closely at a handful of companies in the consumer internet area (I´m trying hard not to say 2.0 here, so bare with me), feeling a little bit of that tingling sensation that you get when you see changing landscapes and enormous opportunity coupled with fuzzy/uncertain business models. Fun, by all means.
Recently I came across Munjal Shah´s blog. Munjal is a founder and CEO of Riya, a consumer internet company he started to build around technology for image recognition. His series on Riya's change of strategy after launch (Episodes 1 - 16 so far), spanning from may to november, is a MUST READ. Today, Riya announced the launch of it's new site: http://www.like.com, and it looks *very* interesting. I might not be the target for them, but when I showed it briefly to Pola her face lit up while browsing the shoes: "this is where I'd buy online, it just works the way people think".
A consumer internet tale with a like-ly happy ending, if you ask me.

EK./