We want to bring regular users into the part of the Internet where they can take advantage of its commercial aspects. We're offering a platform for commercial participation.

Our plan is to reward experts in their fields along with regular users who've proven they can share useful and popular material. By elevating them to Featured Finder status and giving them the advertising revenue produced by their pages, it's a win-win for everyone.

We saw an opportunity in the community search and index space to offer something that's easy for anyone to use. Today there are a lot of good indexed sites but they are fairly vertical in areas like technical news, and not that accessible to the everyday user.

This entire case has become about public perception. If people perceive that what they are putting into a search engine isn't private, that's going to be a big negative for everyone.

We try to present users with what other users have found.

The multimedia functions are the true differentiator.