PaidContent.org took a look at the NYTimes.com's new TimesPeople, a Firefox plug-in that works as a recommendation engine and a basic social network.

Here's how it works: "log in as a registered NYTimes.com user, pick a display name and location, add people to your network by searching the TimesPeople database or by letting TimesPeople load contacts from other networks (the only option right now is GMail), [and] start recommending... TimesPeople members can [also] share ratings (hotels, movies, restaurants), reviews, and comments. The feed also can be sent to Facebook pages."

However, paidContent.org writer Staci D. Kramer was underwhelmed, saying that if NYTimes.com had added TimesPeople a couple of years ago, she might have been wowed.

"Instead, it's more like whelmed. Pages with TimesPeople enabled take longer to load and provide less real estate for actual news. (On the other hand, at least the toolbar is only visible when I'm on NYTimes.com.) The idea of claiming people as My People whether or not you even know them is a little off-putting."