Trusted Network of Friends

I was looking at a presentation about a photo diary study they did at MIT from Computers in Libraries. Really cool project and very well written. One of the observations they made was that students ask questions first of people in their trusted network. Libraries and librarians are not part of that trusted network. One of my colleagues was telling me a story about a friend of her son's. She (the friend) is a grad student at a big research university and needed an article. She emailed her undergraduate friends, one of whom is the son of a library staff member. Her son forwarded the email to his mother, who is my colleague in the library. So of course my staff member answered her reference question. Did the friend ever go to the Big Research University Library. Nope. Did the friend ever go ask anyone at the Big Research University Library? Nope. "I didn't even think of going there". Wow. We are so not part of their circle.