Vanessa Grigoriadis's Do own Facebook? Or does Facebook Own You?

Despite her platitudinous choice of title, Vanessa Grigoriadis's look at Facebook in this week's New York Magazine is a worthy read. As Facebook grows as a company and social gauze, there'll be plenty of snarky journalists with more then enough to say. However, Facebook's real significance is as a potential victor in the platform war with Google, not some tacky appeal to vanity and voyeurism.