The reality is that consumers don’t want another login and password on yet another website.
The cruel reality is that this runs into a headwind called, “social behavior.” The affect of SFDCs proposition is that all of the sudden unicorns will appear and people will decide to migrate to this magical private social community because it is simply in the cloud. Another unrealized headwind is SFDCs success will depend on the success of the Enterprises and Brands using the Social Private Community Service.
It is a grand idea that has been promoted for years at Microsoft (Sharepoint), Cisco (Quad) and of course with the recent acquisitions at Chatter and Yammer. Of course it all comes down to execution, changing social behavior and pretending that SFDC can make this languishing approach a success is doubtful.
Speaking of social behavior just ask Microsoft why a majority of their largest customers still use Office 2003.