Anti-Social networks

I'm a big fan of NetFlix. I have this application that makes managing my "queue" a snap. I sometimes read the NetFlix blog. I was invited today to join the "NetFlix Friends" program. I think I like the idea, but it raised some questions for me. Let's start with what the program is: You tell NetFlix who your friends are that all also NetFlix customers (you can tell it about friends who aren't customers, but then they'd have to join). If they admit to NetFlix that the friendship is mutual, you can then see their movie ratings and recommendations. Simple.

Now, I'm a member of Friendster and I like it. I get why social networks make sense. I understand making your social network available to certain commercial vendors (like NetFlix, Amazon, etc.). I think it could go too far though. Any company would like to save on customer acquisition by asking current customers to list all their friends, but this has to have legitimate value to the customer. I like being able to see what movies my friends enjoy. (Perhaps the only issue I have with this is that I had to remove "Confessions of a Teenage Drama Queen" from my queue for fear of being caught with it.) Where does this end though? My "Equifax Friends" list, where everyone can see everyone's credit? It seems redundant to tell every site I use my friends individually. Couldn't this be centralized? One of these networks needs to "win" the game, become dominant in the market, and then you just open up pieces of your network for certain services like taste in movies, books, music, etc. Sound like a plan everyone?