Well a few things. 1. I read TC daily, and when you mention smaller startups(within other stories)...they are a direct competitor to the site being discussed.

Well a few things. 1. I read TC daily, and when you mention smaller startups(within other stories)...they are a direct competitor to the site being discussed. Here it's way out of the left field. "When we think of images, we think of <art galleries>, another good company working with images is <facebook>. Now back to our story about this cool new invite site...that uses images for the site background." +usually the smaller site is already launched. Or you say something like "blahblah, which is still in private beta"...this one just reads differently. It reads like Quora is Yahoo Answers. In fact replace Quora with Yahoo Answers and it's a perfect fit. 2. The buzz is just among a few techies. The guys from whom I found out about them, don't seem to be active users...yet they praise it all the time. Calling it the best site and super addicting. But the first guy has only 2 Qs(last one a week ago) and the other has 3 As(last one also a week ago). Yet both praised how addicting the site was. That's why I tracked down an invite...wanted to find out what the buzz was about.