Looking to add friends. Maybe it's because the competitive-social side in me wants to see someone progressing in Italian to help keep the motivation going.
I find tt's not as useful to spam my email and facebook friends to find people to add.
Maybe duo should make better use of communities and or groups. I definitely know an email from duolingo telling me someone passed me up on the leaderboard is far more incentive then the daily keep your streak alive email.