Barriers are easy to surmount, bureaucrats easy to foil, and friction is becoming fiction on the Internet.

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And the absence of friction also makes it easy to tinker if a publisher wants to, say, rejigger a page in response to analytics.

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Facebook search might be effective, or sharing your vanity addresses or business cards, but this tool provides a really easy way to exchange contact information with multiple people with minimal friction.

CNN: Facebook quietly unveils 'stalking app'