I think its a brilliant move by Rackspace.  The vast majority of consumers of cloud services are start-ups.  And I would guess most start-ups would consider themselves in the social networking and new media space.   So Scoble is reporting on Rackspace’s largest customer segment.  He has the potential to give immediate credibility to one of their fledgling customers.  It also looks like Rackspace is giving Scoble somewhat of playground in Building 43.  I see all sorts of interesting possibilities.   Companies that Scoble finds interesting, could get hosted on Building 43 (aka Rackspace) and it turns into show case.  Rackspace grows their customer base and if they are smart they can learn how to scale out new media and social networking companies in the a cloud environment.  Really does seem like a win-win.