The thing with AC and MS was that the only purpose there was to drive traffic to MS Gaming Zone, which was seriously tanking at the time. Turbine got dragged into it via contractual obligations.
Blizzard, on the other hand, seems to have solid plans for Bnet to improve play experience, and to leverage the social aspects of its games. Expect to see a facebook-esque "gamerspace" attached to Real-IDs somewhere down the line. From what information they've put out, I believe the players are in good hands, but as with all things, we'll just have to wait and see.
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