What's in it for RockMelt?

    "Because RockMelt integrates the browser and social media into the same place, it actually escapes the boundaries of any one particular site or service whether you're Bing, Google, CNN, whatever," she says. "They can have that aggregated knowledge."

    So imagine a more targeted browsing experience with ads better customized to your browsing habits and interactions culled from various social graphs. For advertisers, it's like the Web 2.0 holy grail.

    Howes and Vishria however deny such a possibility, however, stating they currently do not collect user information, activities, and searches.

    "The biggest thing the user wants is trust," says Howes. "The thing that some web sites have gotten into is that people feel they're being tracked or followed online. So it's really important not to do that."

    Of course, the same could be said of Facebook at the outset when it was just a humble college-only social network. And as we've learned time and time again as social media evolves, the definition of "privacy" has become a shaky, tenuous thing.