Recent research from the UK highlights the power of social software to create content that is based on real-world relationships enhanced by these capabilities moreso than the mistaken image of a "cyberworld" of people connected only by technology. This is a key factor in ensuring the success of any content-driven environment that is hoping for success based on incorporating socially-driven content contribution. If people don't feel that they are contributing to bona-fide relationships, or have a real possibility of developing or amplifying such a relationship, they are not likely to participate in creating content for social software. Rare are the people who find purely online relationships satisfying. But once people do find these communities, and feel comfortable that they can represent themselves as they like to be seen, it's rare that these systems don't take off like a rocket - in both professional and personal circles.