ACS launches social networking site for chemical pros

I read this article (subscription may be required) on Chemical & Engineering News about ACS launching their social-networking site for their members.  This is further proof of the momentum of social networking taking off in the chemical industry.  It will be interesting to watch the pace of adoption (the ACS site claims almost 12,000 users) amongst the community.  The searching capabilities may be key as you can find people who are interested in the same things as you through the areas-of-expertise searching.  I wonder if chemical companies will be keen on allowing their users to join and will be really interesting to watch this unfold.