Watching the conversation unfold

It's interesting when you're starting a new project that has strong ties to the web, how you can use tools to keep track of conversations about your product/project.

You get to monitor people's perceptions of what you're doing (both good and bad) and watch the conversation grow in volume.

For any startups out there I'm sure you know as well as I do how addictive the process can be.

There have been many conversations about Touchstone on blogs etc, but just recently the conversation has shifted to forums which seems to me like a graduation.