> Now that the company has its HTML5 and iPad strategy in place, Adler says they are focusing on making Scribd more social and less reliant on search engines. Today, the majority of their traffic comes from Google, but Scribd is putting a greater emphasis on the social by closely integrating with Facebook.

So rather than relying on Google for most of your traffic, you'll rely on Facebook. Sounds like you're just changing one master for another.