Google integrates consumer profiles it earlier made for Google's social network Orkut, Google's weblog environment Blogger and Google Groups. YouTube will follow undoubtedly. With their profile, consumers can also place a picture. Then, based on this one profile, they can use all services under the same name. If someone publishes something public, the pseudonym is published instead of the real name (dc, Dutch). Brands will recognize people, irrespective of product groups. A centrally operated CRM system with a central vision about consumer contact is necessary. New companies, based on IT, can easily make these kinds of changes. For existing companies, this is a little bit harder. In the end all brands will directly recognize us, and connect us to other people. Under our own name, or if we want under a pseudonym. Google takes the lead in this.