Benchmarking means copy what others are doing well and do not copy what they do wrong. A marketing expert would define benchmarking with more subtle words to say the same. Well within the online marketing that's what Facebook is doing with Twitter.
The application center serves as the classic apps stores, allowing the user to download apps but can also develop their own and put them on sale and already has almost a thousand applications from companies like Ubisoft, EA and Zynga. Pinterest is currently the most downloaded application.