I have to admit when I first came into the event location I was not that impressed and mostly overwhelmed by the sheer size of the event center.   To quote Steve Butler, "Tech-Ed is where the rubber meets that road", he could not have been more correct.  I can't even begin to tell you how satisfying it is to meet people as they pass by and invite them into the demo space by saying have you see our new Social Bookmarks preview?  They light-up, and come right in to see the demo.  On day 1 my demos where going to the stack showing how you can manage your items bookmarked through tags on Forums, as well as your social bookmarks.  Every time I pivot on a bookmark by display name I hear a WOW, nice, and I like that.   On day 2 I changed my demo and had people log-in.  This was really great every single user already had a display name.  Some had posted once in a forum, others had a subscription.  Even it was just several people it was great to see the hard work we did with our sister team Servers and Tools Services (STOS) who own the central store for display names.  It really proved itself out that we need one profile store for all user information to make it as easy as possible for our customers to engage within each of our web apps. 

Some verbatim's and feedback from people at Tech-Ed Developer week:

1. During nearly half of the Social Bookmarks demos people wanted to know where and when our public API will be available.  I often asked why they wanted an API, and I got a few answers.  One was I want to build my own custom MSDN experience.  Another wants to use the Social Platform within his business to help his customers connect with each other.  I have to say if I have learned anything over the years when you create an an API people use it in ways you never intended or imagined.  It will be really hard for us to not have an API that our customers can code against, it is a base expectation these days for any social application. 
2. Groups:  I heard interest in groups.  The base use was I want to be able to see what my friends and co-workers are bookmarking.  Another idea I heard was to use your friends as a white list and only they can see certain attributes about what you are doing and have full access to your profile. 
3. While showing our the search improvement, one guy said "I will get back time in my life you just made it easier for me to search".
4. Another fellow was interested with mobile social bookmarks. He wanted to gain access to his bookmarks from his cell phone.