@slikbonez, No exactly, Amplify.com is a social-networking blogging platform for conversations. They are not into pictures and personal media, instead, they're into sparking conversations. The idea is that you install their bookmarklet and clip excerpts of contents you find on the web. Or you share a URL with your thoughts on it and it will be converted into a blog post at the site. The platform also has social-networking built-in, you follow people and people follow you. They're also integrated directly with twitter (so you can tweet more than 140) and facebook. The integration is also linked directly on the comment streams (you can tweet the comments you post at Amplify). Plus a whole lot more (including the integration of P2 like stream of posts).
I've been a long time user of Amplify.com and I use that service strictly for social-conversations on any topics of the day. The community is more personal and mature in nature (unlike various other similar social-networking service) plus they are small, so it works out well.