Google launches 23 translating chatbots for its Instant Messaging program GoogleTalk. This makes it possible to chat with someone who speaks a different language. For example in a chat between an American and a Chinese, 2 chatbots are added. The first chatbot translates English texts in Chinese, and the second chatbot does it the other way around. Google Talk thus further develops as a social coaching brand: a brand that facilitates mutual contact between people. In the future all communication barriers, big or small, will be removed step by step. The brand then stays in our lives as a kind of relationship coach. We won't be able to do without it any more then.