Brillant minds behind mylot

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I was thinking about mylot today and its popularity. Talk about ingenious! The users are creating ever changing content thats getting crawled and updated constantly. Talk about making a site that can rise to number one in the rankings. What a magnet for advertisers! 33,000 some odd people adding content to your website making ever more popular. Man can I purchase stock in mylot? Holy cow I can just imagine the momemtum thats being created.