I hope LibraryThing comes up with a Facebook App soon - it's probably one of the best Book web apps out there. (Also, did you call iRead - iBook by mistake, or that's another Facebook app?)
I was reading Asimov's Foundation Edge - in which there is a planet called Gaia - a superorganism which comprises humans, trees, plants et al. So anytime someone asks a Gaian organism, 'Who is Gaia?' - they go 'I am Gaia'. The also use pronouns in the following manner - 'I/We/Gaia would like to go to the toilet'. The 'Robert Scoble is media' bit sounds too much like those Gaia fellas. I can already imagine reading Scoble next post which goes 'I/me/media approve of the iPhone...'. Or Sebastien's, or mine for that matter.