Most startup launches are embarrassing enough without details. When announced it was starting "the first major Web 2.0 application to incentivize an entire blogging community," it looked like any other doomed little content-based site paying pennies for blog posts no one wanted to read anyway. (And we all know Gawker Media cornered that market years ago.)

But I visited the new site anyway, and saw this on the front page:

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The investors must be so proud.

this is by us [Official site]