It's never been an issue for me - I don't want to go on a diet, I don't want to eat a Caesar salad with no dressing, why would I do that? I ain't got time for this, just be happy and don't be stupid. If I've got a boyfriend and he loves my body then I'm not worried.
In order for a service to be social, you've really got to start from the ground up. The fact that almost a third of the U.S. population have even heard of Spotify is really because they've seen it on Facebook and friends have been sharing.