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Social CRM remains the hottest topic in the world of enterprise 2.0 (or social business or whatever people want to call it this week). This week saw several developments in the space, and some interesting conversations as well. Paul Greenberg talked a bit about the what and why of social CRM at Enterprise 2.0 Santa Clara, several vendors made new announcements and IT blogger Max J. Pucher gave social CRM a much-needed reality check.