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It seems the likely selling point for Google/use case is that you have a circle of friends/acquaintances that you may not talk to regularly, or talk to regularly but not about every purchase you're considering, so the sponsored at makes this communication easier (because it's asynchronous, passive, etc.), or best case from Google's perspective, a W-O-M recommendation you might not have received otherwise. Apologies if this point is obvious and I missed it in your post.
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Oct 14, 2013