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A Facebook spokesman said the company wouldn't speculate about Google's initiative but said the company expected new social-networking efforts by others and "looks forward to seeing what others have to offer."

Many users now rely on their friends on Facebook—not just Google—to discover content and products they can purchase on the Internet. And much of the content generated by users on Facebook is generally kept out of view of Google's search engine.

In an interview this week, Google Chief Executive Eric Schmidt declined to confirm the development of a social-networking service that would incorporate social games, rumored to be called "Google Me." When asked if Google's service might resemble Facebook's, Mr. Schmidt said "the world doesn't need a copy of the same thing."

The A Slow Year limited sets include the poetry book and the game on Atari cartridge, all set in black velvet and red leather, gold foil stamping, all hand-numbered, hand-made. While a manic counter was screaming the end of Bogost's journey to challenge social gaming norms, the creator was quietly, manually, assembling a physical art object. Only 25 will ever be made; they will sell for $500 apiece. Most have already been sold. To Bogost, like the poetry book that accompanies the Atari game, the handcraft and limited nature of A Slow Year's special edition help establish the project uncompromisingly as an art object, a creation bigger than "video game."

"I never expected that would happen," reflects Bogost. "A lot of the serious players… just like clicking a cow sometimes. It's very innocent; they just like clicking a cow."

Cow Clicker was never supposed to be fun. It was supposed to be silly, insultingly simple, a vacuous waste of time, and a manipulative joke at the expense of its players-–in other words, everything Bogost thought that Facebook games like the Zynga-made hit FarmVille are. In Cow Clicker, players get a cow, they click it, and then they must either pay to click it again or wait six hours; an embarrassing, joyless labor that to him represented the quintessential aspects of the games that were flourishing all over the social network.

according to research by Nielsen Co. The time spent on social media accessed from PCs rose from 15.8% in June 2009 to 22.7% in June 2010, according to Nielsen, while online gaming gained more modestly to 10.2% of online time from 9.3% a year earlier. But that was enough to push gaming past e-mail, which fell to 8.3% of online time spent at the PC from 10.5% a year earlier.

separating social-media time from gaming time has become tougher, given that a growing portion of online gaming takes place via Facebook applications such as Zynga's Farmville, Nielsen analyst Dave Martin acknowledged.

. The shift of e-mail use from PCs to mobile devices accounts for some of the decline of time spent on e-mail at PCs