Very cool info in this interview with Gowalla CEO Josh Williams, discussing social media context, viral advertising and the battle for relevance in location-based marketing.
Gowalla vs. Foursquare
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Huntkristofer's Blog 
It is odd that you can get that much invester capital with no real business model.
You’re absolutely right, Christine! It really is amazing to watch the way that brands and retailers are trying to calculate the value and ROI around these social media outlets. Right now their best guess is associating value with the number of eyeballs that pages attract, but with help from platforms like GoogleAnalytics and Microsoft’s FastCounter Pro, these valuations may soon become far more sophisticated.