@briantroy good post and we mostly agree, though we differ on the key point...the full stream. Brand monitoring would be a key example. Why wouldn't someone monitoring their brand want the entire stream tracked? When considering what users are tracking, why would they limit it to their cloud and inhibit possibilities? this is a key point for me. - Karoli from IM

@karoli They limit it by their social graph... because that is who they are interested in. Your assumption is that everyone wants the ENTIRE graph... but if you look at the evolution of the social services that isn't born out. You want the whole graph for specific activities. The activity you are most interested is a great example... - Brian Roy

@karoli re: brand mgmt - I would actually argue that much of the value here isn't nearly as real time... and we have that for the full "fire-hose" scoped to Twitter. - Brian Roy

More importantly - what you are saying is if you can't have the FULL feed, in real time let's not do anything. Am I hearing you right? - Brian Roy

I guess I'm not clear on why I'd need to track my existing cloud. from a monetization standpoint, the player isn't going to be me. It's going to be those who want to monitor their brands and respond to issues in real time. The Hilton response last week to @aronski's complaint re: MSNBC comes to mind as an example. - Karoli

real-time response is one part of brand mgmt & how real time does it need to be? Again, is it an all or nothing? - Brian Roy