SocialPhysics is focused on creating the "social web" and fostering a new generation of user-centric web applications. We've devoted the last couple of years to foundational issues such as identity, reputation, and relationship management (you can follow the identity activity in the IdentityGang wiki, for example.)
One of the areas where the SocialPhysics approach can provide tremendous value is e-commerce. Over the past year, we've been spending more and more of our time re-thinking e-commerce. Social Commerce is the blending of the "best" of e-commerce with with "best" of social networking. Social Commerce is also about inverting the traditional e-commerce paradigm. It is about commerce organized on behalf of the consumer.
Doc Searls had a great post today on Company Relationship Management (the user-centric version of Customer Relationship Management) and thinking "outside the advertising box". You'll be hearing a lot more about Social Commerce in 2006.