Dan Smith, a friend and one of XO's graphic/ui designer consultants, he made the current (May 15) xoapp.com design also came up with a cool concept for a social website service: FriendDept.com
Based on his good branding, maneuvers, he got picked up on Time inc's newsfeed site. Already getting a bunch of beta sign ups.
Go check out the Time article:
Dan's friend networking website start up: Friend Dept
Update: Here is a link to Dan's design portfolio