Video: Bottletalk Review -- it's Wine 2.0

I had a chance to take a look at a new social network around wine. Bottletalk allows you to add wines you have drank and rate them. You can also rate, tag and comment on any wine. Setup friends and see what they like and don't like. It's a simple site but really has some nice Web 2.0 style features. The only thing that I would like to see changed is the way they use Google AdSense search links on the wine pages. Why not partner with wine sellers instead and offer a user a way to purchase the wine directly rather than going to some non-related Google search results page?