Pelago knows that just about every location-based app in the world is seeking coverage right now just prior to SXSW where they will all battle Highlander -style. So they approached me with a pretty smart pitch: curing the “social rut.” What they mean by that is these days, despite the prevalence of social networks, people are actually less social than ever because they’re being roped into playing games like Farmville and Mafia Wars for hours on end

The rest is here: 
Whrrl 3 Wants To Kill Farmville. Not Foursquare. Not Gowalla. Farmville.