Josh Bernoff:
>This is yet another step in a trend we call the Splinternet. The open, standards-based Web experience that we’ve embraced for the last 15 years is becoming a set of platforms that people love, but that are controlled by companies (like Apple, Facebook, and now Twitter). While these platforms are exciting, do not be naive: companies control them and will set the rules on how marketers can use them to connect. They’ll change those rules as they see fit, which will make your life as a marketer far more challenging. This is the Splinternet era; you’d better get used to it.

Spot on. And this is going to apply to more than just marketers — it already is.