I was reading an article that explains Apple's popularity in the land of Zen and the home of Sony is because, in recent times, Apple's design sense out-zenned the competition. That other companies' push for gimmicky features or early-market penetration caused quality to suffer, and Apple's deliberate lack of bullet-point features (call it an "omission statement" if you will) makes the product all the more a pleasure to use.
...and now Apple's chief rival introduces 'social' features to a website with a niche audience.
Can you see where I'm going with this?
(I can see the utility for this for the site's main content: the videos, but for forum posts it's just bandwagon overkill, not even mainstream forum software has that level of Aspergers-esque obsession.)
No, this is not "cool", it's sad, so very sad.