Interesting post here from Brad Stone. I was breifly quoted in the article.
One thing worth saying --- that one.org deal could have made Tribe.net a serious player. Pincus brought the deal to the table as he met Bono's crew at the Ted conference in 2004. Unfortuantely the board couldn't get its head around doing the whole white label play. It was a mistake and one of the reasons that I was eventually out of the company.