News site eKudos now offers the possibility to register a network of contacts who share your interest in news. This way, you quickly and easily keep each other informed of news that absolutely deserves attention (dc, Dutch). Brands more and more use personal relationships to be able to serve you on a more personal basis. At the moment many brands start their own services to maintain your social network, later they will connect to social coaching brands, or their archetypes from 2007: social networks. The result is that in the end we will have one central spot for maintaining our contacts, and we will select brands which may use our contact list. This development is a side step which in the end will work out fine.