Yub.com, looks like “social networking for brand-whores”:http://www.yub.com.
Clever idea, but it makes me feel icky.
Just for fun, I decided to search the Yub member profiles for people that live withing 20 miles of me. I found 16 people I plan on avoiding if I ever see them at a cocktail party. Though a big portion of them seem like plants since they all seem to have the same handfull of Yub-friends down in Newport Beach, CA.