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If this is what you're referring to I belive it's a waste of time and money as generic aggregators are perfectly suited to getting your news out.
Please clarify if this is not the premise of your post.
We have been researching this for a few months for a client who is looking at going down this road on a purely B2B basis.
Of course the impending release of longhorn is going to turn this on it's head.
The question will become - how many downloadable apps will consumers accept - and which ones will they trust
Its back to the number of toolbars you will run
and who you trust to accept downloads from (fears of spyware)
That I am sure why MSFT are building it into the operating sytem. It will be interesting to see what happens when longhorn gets released.
On the other side I have 4 apps on my machines to detect and get rid of spyware. Can't find one that does it all...... Maybe this should be question in another forum!