The idea I suppose is appealing if you believe that in order to expand beyond tech savvy Generation Y, social media activities must become a point and click activity. As someone looking to integrate widgets into the product I am working on I can certainly see the benefits. I tried posting to Friendster but it didn’t work.
Nevertheless my appreciation of the concept was hampered by the fact that I couldn’t see an actual working example. Also I wonder how the end user can position the widget on his/her page if it is automatically posted? Finally it’s unclear to me how Gigya intends to make money with this automatic codeless widget-producing API.