Facebook's next big media move: Comments

Facebook is planning to launch a third-party commenting system in a matter of weeks, according to multiple sources familiar with the new product. This new technology could see Facebook as the engine behind the comments system on many high-profile blogs and other digital publications very soon.
The company is actively seeking major media companies and blogs to partner with it for its launch, part of a bigger media industry move spearheaded in part by the recent hires of Nick Grudin and Andy Mitchell, media business development executives with respective track records at Newsweek and The Daily Beast.

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Looks cool but doesn't Facebook control enough of our online identity yet?