Social Operating System?

Here is a new one: Social Operating System. SOS?

I usually think of Microsoft or Mac whenever I hear OS. The Bay Partners' press release announcing the AppFactory program to develop Facebook applications referred to the Facebook platform as a new "social operating system" (Facebook countered with the FB Fund - another topic for discussion).

The promise of a Facebook Economy worth billions of dollars is sure to lure more developers -- in addition to 30 million users as of 7/10/2007.

Is this hype? Not sure. I'm too busy figuring out how to manage winegrape quality using Facebook.