Monetize Social Graphs

 Robert Scoble tried it (see TechCrunch a couple of day ago).

Register writes (seen through Steve O'Hear):

Many social networking cheerleaders see this type of business as their own AdWords goldmine, while failing to appreciate that a general ongoing interest in “sports” is nowhere near as valuable to marketeers as a Google search on a particular day for “Adidas football boots”.

It seems, making money out of your virtual friends is not too easy.