Gist, a contacts management program started in 2008, before the launch of windows phone. They allowed linking of contacts to social networks. RIM purchased this company and incorporated their technology into their products. Namely BB10, and playbook os 2.0. On PlayBook OS 2.0, you can view facebook, twitter, linkedin, etc, posts on the contacts app itself.
Even their current BBOS devices you can read the latest post from social networks, recent conversation, etc within the contacts app. The process is just tedious to do for lots of contacts, thus not much people actually know about it. For e.g. You actually have to go into the facebook app, find that contact, open up the menu, select "link to contact", then select that contact in your address book. It will populate the latest posts, and updates contacts photos on your phone's address book.
If you ask me, its just the evolution of the contacts app. Eventually most platform will have this i believe. Just like in the past contacts was strictly just Name and Number. Then we had email, address, and multiple numbers. Then came social networks. Then now everything is tied together. Just go to contacts and it'll pul information from social networks, email, text, im, calendars, etc.
IMO, nothing to make a big fuss out of. Also, its no good for anyone when one platform dies. The more choices there are, the better it is for consumers. I personally prefer WP, and BB, but I don't go around praying for the death of iOS and Android. They are all sizing up to be solid platforms, so lets just rejoice at the notion of choice.
Peace.