I like the fact that IBM stress simplicity and usability tied into a solid business need. The Fast Company comment is salient:
Regardless of your business size, IBM’s big move into social software should be a clear indication that every business needs a broad-reaching social strategy not just a Facebook fan page! This strategy needs to address the needs of your customers and your employees, ensuring optimal collaboration between them anytime and anywhere.
If anyone can introduce me to Jeffrey Schick, let me know as I’d like to send him my CV 😉