Seems nice, but I'd really like to know what sets it apart from the competition. My takeaway is that it concurrences skype and facebook for group conversation,

Seems nice, but I'd really like to know what sets it apart from the competition. My takeaway is that it concurrences skype and facebook for group conversation, with maybe a better UI (how so ?). The big feature is "branching" conversation so as to not get side-tracked from the main topic of each conversation. Is there more to it ? A few points to address: branches seem to effectively mitigate some pain points in current solutions, however to use the service I'll have to go trough the much greater pain to move friends over. How do they plan to address that ? I.e. is there more value that would justify switching, or maybe a scheme to ease the transition into the website (like private urls you can use without creating an account) ? Secondly, conversations are only great if people actively contribute to them. How do they intend to promote user contributions ? A very basic but important thing would be to be notified of new contributions. A desktop app with warnings would be worthwhile, I think.