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The Egyptians in Tahrir Square were motivated by their connections to others in the group around them.  They wanted to go out in the street and be daring and take risks with their friends.  Real friends can flip a switch that turns ordinary people into heroes.  Online “friends” cannot.

What emerged in the gay marriage campaign in New York is that Friendfactor found a way to combine the agility of online communication with the strong ties of real-life friendship

The most intriguing statistic about the model is the ratio — an average of eight calls generated per page, essentially for free