Top Social Brands of 2008

Ad Age posted an article about The Most Social Brands of 2008. Xbox (#5) was in good company, along with the iPhone (#1) and CNN (#2.) But if you read the the complete list you may see a few surprises (Sears? social? really?) Are any of your favorite brands missing from that list? Do any others surprise you?

Edit: The product director for this survey stopped by to post his response to some of the comments