The world needs another location-based service like I need another hole in my head. Yet as the entire industry gears up for SXSW, another Foursquare-on-steroids application is surely launching, hoping to gain enough customers during the popular festival to justify the months (or years) that went into building the service. All of these services are built on the same foundation, differentiating themselves with a window view or a different color paint, and they're all missing the point.
Living in the age of search results can be frightening. Cases of mistaken identity are common, and we're always one wrong Google result away from losing a job, or dealing with the righteous anger from a significant other. Many people are willing to be found in searches, but dealing with these mistakes can be difficult and costly.