Confusion in the social technology space

This matrix from Jeremiah Owyang of the challenges facing the social technology industry does a good job of summarising the issues for developers and users of these technologies.  I think point 4 - Fast moving industry creates confusion - is one of the most important.  Confusion leads to poor choices being made by organisations in their selection of social technologies or, just as significant, no technology being chosen because of the fear of making the wrong choice.  Jeremiah illustrates this in the brand monitoring and community platform sectors:

"The technology is innovating faster than companies and institutions can’t keep up.  Furthermore, the list of choices is staggering, such as the 145 brand monitoring vendors and 125 community platforms."

Helping organisations cut through this confusion could be as big a business opportunity, at least in the short to medium term, as developing the technologies themselves.