Blackboard scholar goes for Social Networking

I just read a Blackboard release regarding Scholar: it has a number of improved features. I am slightly surprised by some of the features as it appears as if they are trying to create a social networking site, rather than a well integrated site to share bookmarks and materials. If this is the way they want to go, I feel it should be much more strongly integrated into Blackboard itself, rather than a separate service elsewhere.
You can find the information at: http://wiki.scholar.com/display/SCLR/New+Features