Zuckerberg has to manage expectations, qualifying Graph Search as “early,” as “challenging,” as “beta.” Without these hedges, if search doesn’t work, Wall Street will punish him. But don’t be fooled. With Social Graph, Facebook is plugging a big hole in its own features, targeting vulnerable competitors, and taking a measured shot at Google’s title as the dominant online company. Facebook wants to be where we find friends, food, bosses, love, news, and the traces of our multimedia lives.