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Also I've seen a lot of facebook plugins going around on popular sites. e.g Ebuyer. I think you should implement one if you can.
View here as an example: http://www.ebuyer.com/285944-fujitsu...y-ah531mrsc2gb
Product Discussion - Seems good to get conversations going, I know you have your smart comments but it saves customers signing in or typing there email address etc etc as nearly everyone is automatically logged into facebook these days.
http://developers.facebook.com/docs/plugins/
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I just want to make sure everyone is on the same page. The socialize changes with 4.4 .4 do not include the facebook Connect plugin that Jack showed in his example. Look at the bottom of the page in the example, not the top. The facebook Connect plugin shows your facebook profile thumbnail pic and a comment box to type in. I also want this badly.