Well, if you push further down the original article you'll read the following:
"More important to a huge business such as Yahoo is how social search could bring new ways to cash in... a tighter focus increases the likelihood of being able to charge higher prices for ads. In the long run, social groups might emerge inside the search engine - for example, a group of doctors in Hong Kong who share their bookmarks - who could be specifically targeted by advertising campaigns."
Slashdot Mirror
Well, if you push further down the original article you'll read the following: "More important to a huge business such as Yahoo is how social search could bring new ways to cash in... a tighter focus increases the likelihood of being able to charge higher prices for ads. In the long run, social groups might emerge inside the search engine - for example, a group of doctors in Hong Kong who share their bookmarks - who could be specifically targeted by advertising campaigns."