Buyosphere: new way of sharing or voyeuristic consumerism?

Buyosphere offers a new kind of social platform: the purchases exhibition.
Buyosphere is a concept developed in Montreal and appeared online for the first time in january 2010 under the name Shwowp.
According to techcrunch and nextmontreal, the initial name Shwowp ‘won’ the award of the “worst Brand Name of 2010” from the blog Eatmywords (see here). After that, the founder Alexia Tsotis decided to rebrand the website and invited people to propose a new name for the platform on her blog. And the same blogger who ironically “awarded” the website came up with this Buyosphere name.
Buyosphere proposes to add your recently purchased products to a gallery and tell a story about them. In this way, you’ll become a “tastemaker” (claims the website).

Similar concepts already exist on style and fashion website/blogs such as thefancy or lookbook however, without having this ownership aspect.
We can indeed criticize Buyosphere to portray its users only by their material purchases.
It is nevertheless a great source of inspiration for fashion and is giving a lot of good shopping addresses.
For now, the website is mostly used by women and is displaying an never-ending range of shoes. Let’s hope that the concept can broaden out and expand into other domains (e.g furnitures).
It is for sure one new step further into the (online) life sharing and the privacy borders keep becoming more and more blurred….