Check this out.
What's interesting is that the most important selling point (and that was even more evident in the first version of the auction) is the community and the possible financial benefit it represents.
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So as mother Coincidence has it, she caught me talking about the idea of multi-tasking with some friends a couple of days ago. The consensus is obviously split, but I'm a fervent believer that in the longer run, mutli-tasking impedes our ability and/or will to focus on the depth of subjects. Not to say that our cerebral capacity should be limited to uni-tasking, but someone writing a paper on the Aeneid while messaging on msn, gchat, listening to Milli Vanilli's greatest hits and watching a dog eat his tail on broadcaster.com will definitely never get in the depth of his topic's analysis. Just as the net requires a rethinking of basic economic scales (see "attention economy", "Long tail" etc), so do we in terms of managing technology.
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