is for the user to maintain contact with their friends online at all times; it allows them to update their profiles and to communicate with each other even when they are away from a computer. It is predicted that this trend will continue in the future, not as other sites follow suit to offer similar services, but as they are extended to other mobile devices that social web users will carry with them in years to come. Social web mobile applications can also allow for augmented reality gaming and experiences; examples of such include SCVGR and Layar. Social features added to non-social sites Web sites that are not built around social interaction nevertheless add features that enable discussion and collaboration out of an interest in expanding their user bases—a trend that is projected to continue in the coming years. As early as 1995 electronic retailer Amazon had implemented such features, especially the customer review, to great success; Joshua Porter, author of Designing for the Social Web, writes: These customer reviews contribute valuable information that individuals seek out, and are written by users for free simply out of a desire to share their experiences with a product or service with others; the quality and value of each review is further determined by other users, who rate them based upon whether or not they found the feedback helpful, "weeding out the bad (by pushing them to the bottom [of the page])." Non-retailer, special interest websites have also implemented social web features to broaden their appeal: one example is Allrecipes.com, a community of 10 million cooks that share ideas and recipes with one another. In addition to exchanging recipes with others through the website, users are able to rate and post reviews of recipes they have tried, and to provide suggestions as to how to improve or alter them; according to the website, "The ratings/reviews...are a valuable resource to our community because they show how the members and their families feel about a recipe. Does the recipe get raves—or does it never get made again? Your opinion counts". This feedback is used to evaluate and classify recipes based upon how successfully they passed through the site's "editorial process" and to what extent they were approved by site members, potentially resulting in receiving "Kitchen approved" status that is comparable to Wikipedia's "good article" nomination process. The site has also augmented its services by including