Well, the question is if it will really get traction by the mainstream regular users who already find a lot of content, generated over the years, at reddit, facebbok etc. People are lazy and don't switch easily when already established at a social medium where all their friends are...
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So true, but money speaks. I've already seen the shift in consciousness with co-workers. I now walk past the lab and see the little blue logo on screens all over the office. I think our time is here :)