Social Media Search

Just came across this. Thought some of you may find it useful? And it prompts me to go build me own custom version!

Searching together: The biggest challenge yet to SEO?

This video, from Techcrunch, shows an experimental version of google which includes digg-like social search functions.
Quite a challenge for traditional SEO? It seems like a huge one to me.
Would love to hear some thoughts from anyone in SEO - and from anyone else!
It's clearly a huge step forward from google's previous efforts in social search.