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"A NEW fad is sweeping across Silicon Valley, causing excitement, confusion and hyperbole not seen since the dotcom bubble. It began in May, when Mark Zuckerberg, ten days after turning 23, took the stage in a San Francisco warehouse and announced that he was opening up Facebook to outside programmers. Anyone can now build little programs, or - widgets, into the network. To illustrate his idea, Mr Zuckerberg projected onto the wall behind him a social graphic pattern of nodes representing Facebook users and the links among them.

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