Wallop is a 12-person start-up that hopes to take on sites like Friendster and MySpace.com by tapping the technology developed by Microsoft's research unit. Wallop has also tapped noted Silicon Valley prototype-shop Frog Design to create the user interface.
The company says the concept developed in Redmond, Wash., will prove far more useful than the current model in which people go around trying to convince people to be their friends.
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