The wars really are heating up as evidenced by the Facebook and Google battle over Friend Connect. As you may have heard Facebook first said it would be open to Google's Friend Connect, then reneged on the deal saying it will ban Friend Connect from the Facebook platform.

Friend Connect is in essence a profile data API initiative from Google that allows users to upload their profile information from a social network like MySpace to a third-party site like a personal blog. Facebook's primary concern is that they feel like they and their users might lose control of their data and we've seen how that has turned out before on the Facebook platform. It spells T.r.o.u.b.l.e.