I noticed a smart, although slightly annoying, change from Friendster this morning. They used to send emails that said, “Your friend David’s birthday is coming up on July 31!” But this morning’s email said, “Your friend David’s birthday is coming up! Click here to find out when.” That’s a smart change because it drives traffic to the site. When I used to receive the fully-informative emails, I was already done interacting with Friendster after glancing at the email. Now it’s just the start of my interaction with them instead; I have to pay a visit to their site, where the interaction continues. That little change was a smart way to bring a lot of extra traffic to Friendster.