Social Physics

I listened to this podcast this morning. I'm not sure I agree with the value of attempting to codify trust in electronic social networks, however what he's talking about seems a huge leap ahead from Linked In, Friendster and the like. His work seems very grounded in an understanding of complexity. It seems to me to have some real potential in terms of digital identities, and what he's calling the emerging 'social web'. There's more info at http://www.socialphysics.org/