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I just heard a presentation from Facebook on its social ads system where you can use referrals from a customer as part of your ad to promote your business across a social network.  I am no attorney but I am pretty sure that there are several companies who have applied for patents on this concept way before the VCs were talking non-stop about Facebook.

Note to all social local search 1.0 companies:  Review your patent applications.  You may have just struck gold.