Google Alerts

new google functionality

[NedFlanders]

Is this new, when I did a search on google today at the bottom of the page was a link to this:

[google.com...]

Google Alerts are email updates of latest relevant Google results (web, news, etc.) based on your choice of query or topic.

Some handy uses of Google Alerts include:
monitoring a developing news story
keeping current on a competitor or industry
getting the latest on a celebrity or event
keeping tabs on your favorite sports teams

Seems like an interesting development, and also a good way to monitor when google updates you own website...

Is this a new feature or have a I been blind?