There is an interesting shift occurring in consumer websites and apps where users perform microwork that reshapes experiences. Classic examples of this are how Pinterest users are grabbing images from the web, personally reorganizing them, and, in the process,building a new image search engine, much like Google Images. And some would argue even better and more relevant. Or consider Instapaper and Pocket users who grab content to read later, stripped free of bloated ads and other unnecessary information. There are more and more services fitting into this trend, which I’ve called a “web of extraction,” and one emergent property that’s doing this in a novel way is one you may not have heard of: PandaWhale.
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