Awesome.

I can't even start to explain how much better & cooler & more awesome this is than what Modernista! has done. [this is a website for Bond Art and Science, a very cool company which excels in interaction design]. As seen above, Bond re-purposed a form of online social interaction (IM application in this case) to make their point [that point being "we understand the web"], instead of just stapling their logo on the top of whatever social networking site Modernista! got its hands onto. See the difference? The first is an original [and more importantly, authentic] appropriation, and second is taking a piece of web "life" and calling it its own. M! thinks it disappeared behind the social web but it didn't. It did everything but disappear. You don't become part of a dialogue by taking over the conversation. You have to be PARTICIPATE in it (see above for the reminder).