hdtv writes "The New York Times is reporting that Palo Alto-based Illumio will soon try to figure out the experts among your social network with a new online service." From the article: "Illumio is not a search engine, like Google or Yahoo. The system works by transparently distributing a request for information on questions like "Who knows John Smith?" and "Are Nikon digital cameras better than Olympus?" to the computers in a network of users. The questions can then be answered locally based on a novel reverse auction system that Illumio uses to determine who the experts are."