Microsoft + European Beachs = Social Environmentalism?

GreenMonk posted an interesting link to a Microsoft web site, EyeOnEarth, that tracks water conditions of European beaches.  Putting this information online is nice, but the social Web 2.0 aspect got my interest.  Tom Raftery says “this community-based approach makes it an exceedingly powerful tool and this has to be the first time we have seen grassroots activism, supported by central transparency, powered by Microsoft!”

Social Environmentalism - beach goers can report conditions