No one newspaper or magazine can provide people with all necessary information. Due to development of Internet-media sources people started to read 5-7 sites instead of 2-3 newspapers. Along with convenient and always available network search usage of Internet-media sources extended substantively the informational skyline.

During the dawn of blogs, people have found that bloggers in their narrow fields offer better and more timely information than the traditional or online media. The number of sites visited daily was measured in tens, but most importantly, their number has continued (and continues) to grow.

The news portals and RSS-aggregators tried to solve this issue but they also had own drawbacks. Portals produced a lot of data noise. On the contrary, RSS isolated the person not only from known chaff but also from unknown seeds. These shortcomings were compounded in proportion to the amount of data.

Then came the era of social news. Internet users have begun to decide what will be in prime time today. But the more people voted, the more selection criteria were averaged. The result became similar by the traditional media, with which it began. Tags and user communities compensated this effect a little, but divided the general flow of news on individual streams.

In recent years we see rapid growth of social networks, which gave everyone the ability to communicate around the world about the changes of mood and to click «Like». Traditional media began to broadcast their news in social networks, and thus obtained functionality typical for RSS-aggregators.

On this stage of evolution we get rid of the spam (unless, of course, your friends are not spammers) and obtain new type of informational trash (news that are of interest of your friends but not interested to you personally).

Corporation of good in its recently announced social network tries to solve this problem by introducing circles of friends with restricted access to information. Another approach to the problem is proposed by aggregators of information from social networks: like swan from Indian mythology they try to separate milk from water.

However, in our opinion, the movement in this direction is like trying to mate a hedgehog with snake. Communities are well suited for the exchange of data, interested to everyone in the group, but fail to serve the unique informational needs of each member of the community. Every man has his own taste...