Googles fear of Facebook's social garden.

I head that during Phil Windley's CTO Breakfast last month some discussion of Sendside came up and was generally blasted as being untenable for the simple fact that it's a walled garden...

facebook(Fortune Magazine) -- Facebook's got Google running scared

Google is the elephant in nearly every corner of the Internet, from search and advertising to web-based e-mail, online mapping, and home-brewed video. With its share price setting new highs this fall, its market cap ($188 billion) is now large enough to buy the New York Times, the Washington Post, Gannett, and Time Warner - twice. Or Facebook many, many times over.

The problem is, Facebook's not for sale. And that's got Google running scared. It's an open secret in Silicon Valley that the company has been shopping around a nondisclosure agreement outlining its plan to create its own massive social network - and asking anyone with a pulse to sign it.

Google (Charts, Fortune 500) has to do something fast, because some of its best talent is starting to head for the exits. In July, Gideon Yu, finance chief at Google's YouTube, left for Facebook. Now other Google guys, stuck in the Googleplex and smelling a Facebook IPO that could turn early employees into early retirees, are also jumping ship...

...Now the social networks are trying to do the opposite - to build what I call the Innernet. It's the place you occupy with family and friends and where you exercise almost absolute control, showing the world only as much of your true self as you care to while protecting you and yours from the evil that lurks on the wider web, from spam artists to identity thieves. Whoever builds that walled garden stands to make the next great Internet fortune.

Welcome to the Sendside, your own private walled garden