I think the notion of social media integration in general is definitely a great step forward. Apple and other companies simply need to set the framework for such integration as opposed to focusing on just a handful of services. This way, social media sites can use that framework to integrate their services into the devices. Since the framework won't be tied to any single service, this integration will be very dynamic and evolve with the fast pace of the Internet. One day you'll have deep Facebook integration, next month you'll have whatever the next big thing is, simply by installing and uninstalling apps or by flipping some settings. Also, this way the more obscure services will have the opportunity to see integration instead of just the big name, Apple/Google/Microsoft approved services.