Silvery - 7:38 pm on Mar 16, 2010 (gmt 0)
Widgets. I believe what they're referring to as a "framework" is more commonly called a "widget".
I hope they offer APIs, too, for those who'd like to have the content actually appearing in the HTML of pages for some marginal SEO benefit. AJAXy widgets are all well and good, but SOA is not all that hard -- XML/RSS feeds are not that difficult to implement, particularly for the sorts of sites they mentioned.