Well I see it now. :)
I'll fool about with it but wouldn't some basic instructions be nice? And some examples?
I watched the video and really it seems like it only allows embedding of Socialcast in different systems. Embedding isn't linking though. Embedding is disconnected and provides no way to connect the SC conversation threads with a customer (as example) inside the other application or within SC.
Not sure if I'm making my point or not.
Regardless, I'll play around with it and see what I can get to happen.