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You are bang on though Mark, with all the available tools and options and 'outposts' available it is important to start with a slow strategic approach that allows you to pivot based on feedback before you get too vested in any one area.
I, like you, don't have an appetite for many of the newer services like foursquare, etc but I live on Twitter, blogs, etc. What I do have an interest in is what and how many of these new social services work. Many of these new services are now are exploring deeper into the domain of personal and social goings on and pushing the boundary of what some will accept and have an appetite to share. As the pendulum swings back towards center I think we will have a better understanding of what is 'possible' and can use that to craft better applications for people that have a truer meaning and value and operate within the boundaries of what most people will accept.
Although I don't use them there is great value in all these applications and there is money to be made in leveraging all their teachings and developments. Pushing the boundaries and expanding the scope of what we CAN do we will serve us well in the future as it always has, the pendulum on social I think will swing back towards middle for the vast majority of people while the early adopters continue to explore new bounds.
Depending on how the burger joint is going to market you could argue that it is a startup....I bet the guy who put $100K into opening, renovating and equipping the place would call it a start up.
A perfect definition doesn't exist, and there is no way to get consensus on this....this definition still works for me.
"A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty."
Using this definition I believe that a startup can occur WITHIN an established company. Large company's who are hugely innovate have, by Eric's definition, multiple startups running within them.
I like Eric's definition which I would then split out into startup 'Companies' versus startup 'Inititives' or 'projects'.
By any definition I would NOT classify Facebook as a startup.