Fortunately for Google, Graph Search isn't designed to take on web search.
It's a personal, user-friendly and, we are told, 'privacy aware', way to answer queries and track people down more easily. And Facebook must prioritise security above all else, or risk alienating or losing users.
In terms of the evolution of Facebook, this feels like the logical next step. And for connection purposes, be that friendship or dating, it is useful and intuitive.
But it's only as reliable and useful as the tags people use.
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There will be lighter winds for all of us than yesterday, although it will still feel cool.
Senior fashion analyst at Mintel Tamara Sender said: "For the first time ever sales of trainers have overtaken high heels."
Of the 1,600 business leaders questioned, a third planned to scale back hiring staff if the £7.20 an hour rate for adults increases.