I don't see how Digg and Google "fit" in any way other than their San Francisco, compulsively liberal leanings. Digg's user-base is heavily dominated by anti-authority adolescent miscreants and apparent adults suffering from perpetual adolescence (Mr. Rose).

And Google? A company almost exclusively limited to people who fit the academic mold--having advanced degrees from advanced schools, with all the earmarks indicating tolerance for nerdy endeavors but without too much of an inclination toward free thought.

This must be a purely strategic, embrace and smother move. Google must realize the "Digg Army" will be too busy pursuing superficial pleasures to notice their gradual assimilation, not to mention the fine print.