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Who put the itching powder in media companies' Web 2.0-buying jocks? Well, Rupert Murdoch, obviously. Ever since he slurped up MySpace for what now looks like a song, everyone else is trying to find a bargain. Condé Nast bought Wired.com and then Reddit, Forbes just picked up Clipmarks, and now it looks like the Hearst Corporation is adding social shopping network Kaboodle to its kit. Sure, Hearst might be trying to inject some social-networking mojo into its readership, but we suspect this deal is more about pulling the rug out from under Condé Nast's competing portfolio of travel and fashion websites, which use Kaboodle's technology. Such macho posturing over such girly pursuits. Well, whatever scratches your itch, guys.