With the benefit of hindsight, it was probably inevitable but 5 years after the location based, check in social network we know as Gowalla launched and 3 months after they were acquired by Facebook, Gowalla is no more.

Despite launching in 2007, 2 years prior to Foursquare, Gowalla never seemed to be able to capture attention from either users or from the media in quite the same way as Foursquare. The similarities were many; both social networks used location as a key facet, allowed users to check in to locations they were at or near and to share those locations with other users and other social networks. But while Foursquare's game mechanics of badges and Mayors seemed to hit the right note with users, Gowalla's ill explained and ever morphing system of virtual items, spots and trips never seemed to make sense. No-one I've ever spoken to could explain exactly what the point of Gowalla was, whilst Foursquare's mechanics were simplistic and easy to grasp.

After loosing ground to Foursquare, Gowalla tried to act less as a sole source of checkins and more as a central aggregator of the disparate checkins from itself, Foursquare, Facebook and Twitter, amongst others, but this move did little to slow Foursquare's ascendancy.

A week and a half ago Facebook finally launched their Places feature to a predictable media furore over location privacy, regardless of whether it's justified or not and, to location industry watchers at least, a strong sense of deja vu. Haven't we been here before?

Let's look at the key issues that seem to be getting people hot, bothered and generally up in arms.

Most browsers have a variation on the theme of a home page, which automagically loads your favourite web page when you start the browser or open a new browser window or tab.

A lot of web sites try to capitalise on this, offering earnest entreaties to "make me your home page" ... "no make me your home page" ... "no, choose me for your home page, I have so much personalised content".

They're needy and somewhat neurotic entities these web sites, it's not like I can have all of them as my home page.

Most of them personalise their content for you, based on a registration setting or some other insight, to give you what they think is the information your looking for.

This is not creepy.

After much teasing and tantalising, one of the long rumoured Facebook location features is out in the wild in the form of place community pages. They vary in scale from a hamlet in Spain ...

... through to New York City.

It's clever though not particularly sophisticated at this stage; a simple exposure of Wikia's underlying geo metadata and it probably took very little effort to implement. Facebook appear to treat places as people, hence the exhortation to connect with the place.

I'm sorry Facebook but your ad targeting systems are wildly inaccurate and reduce that valuable screen estate to the right hand side of my browser window to irrelevant line noise. Google's and Yahoo's ad targeting is pretty darn good but looking at Facebook right now offers me:

• Omniture Research; which Obama used, apparently.
• Free laptop from Vodafone Business; I'm not self employed so a business tariff is a non starter.
• Everyone plays Mafia Wars; except me and most of my friends.