I saw these guys at TC disrupt last year. I really don't get it. I had a bigger "woah" moment when I saw Flipboard (and I've hardly used that after the initial

I saw these guys at TC disrupt last year. I really don't get it. I had a bigger "woah" moment when I saw Flipboard (and I've hardly used that after the initial playing-around phase). Is there great value here that I just can't see?