"Social games are about expressing myself in front of my friends and part of the value of investing in the play is the fact that I know my friends are going to see my farm and I'm going to help them and all my friends are going to be there." - Brian Reynolds, Zynga's Chief Game Designer
This man is out of touch with reality. I know people who play Farmville, Cafe World, Mafia Wars and the like and their friends lists are full of people they don't know by any other means except they also play these games. The only reason these total strangers are on their friends list is because they want to exploit them for more cows, crop circles or what ever you get in Farmville.
Social gaming is about expressing yourself to your friends as much as playing Halo is about basic training in the Army.
Consultants are mystical people who ask a company for a number and then give it back to them.