One point of clarification though, while SenseArray and Thoof both use collaborative filtering, SenseArray does not employ any of Thoof’s technology, it is an entirely separate project. I’ve actually used collaborative filtering since long before Thoof, first with a project called “Indy”, which was folded into Revver, and then again at Revver where we licensed our collaborative filter to Reddit (although they stopped using it when they were acquired by Condé Nast).