TripFriends, Anyone?

I heard about TripAdvisor’s TripFriends in an interview with Steve Kaufer, CEO of the travel review site, in BA Business Life. Quite intrigued to know something like it exists because I’ve seen so many friends’ status updates on Facebook asking for recommendations from their friends when they’re planning a trip somewhere, and surprisingly, no one I know’s mentioned TripFriends at all before. I think it’s an interesting feature because TripAdvisor is one site millions of people around the world check for trusted hotel reviews before embarking on a trip, and Facebook is the one place millions of people go to to talk to trusted friends. A natural evolution of sorts, then?