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Horizon highlights – July 25 weekend

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Our regular roundup of noteworthy sci-tech stories from the web includes: the mightiest material of them all, Google's answer to Wikipedia, and why isn't there a better way to say "www"?

If you think I missed a great story, feel free to post your links as a comment down below. Let’s kick it off:

YouTube MarketingThings Are Not What They Stream
" 'Stealth viral' video ads – i.e., clips that betray few obvious signs that they're part of a campaign – have invaded the Internet. You may think you've just seen a ball girl at a minor-league baseball game scale a wall to catch a foul. Wrong: She's a stunt woman, and that's a Gatorade ad. Did you recently send your friends that kick-ass security-cam clip of an office worker going berserk? If so, you took part in director Timur Bekmambetov's bizarre stealth advertisement for his film 'Wanted.' Ray-Ban, Levi's, Nike, and other brands have also recently launched similar campaigns." [Via Slate]
From the Monitor's archiveMany new ‘friends’ to be made online, but what about dollars?: "Social network websites are booming. If only they could turn a profit."

Tough stuffStrongest Material Ever Tested
"The one-atom-thick sheets of carbon conduct electrons better than silicon and have been made into fast, low-power transistors. Now, for the first time, researchers have measured the intrinsic strength of graphene, and they've confirmed it to be the strongest material ever tested." [Via Technology Review]


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