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i hate that google wants to control every thing.

Well, it is predictably..

There's only so much time in a day. Keeping up with facebook, twitter, myspace, digg, etc., etc. soaks a lot of time. I'm not sure how many of these will be left standing after the novelty wears off. If google can somehow incorporate several of these into one interface that would save time on the one hand and increase exposure on the other hand, then that'd be great. Until then, google's new gadget is just another time consuming gadget.

there could be some changes for users, anyway Google may start own Digg like site

The way Google has gone in the past and the way it is planning now, leaves me with no doubt that future of web belongs to Google. The digg like feature in iGoogle is just another example of how innovative this company is. Social media marketing is on rise and no doubt Google is eying this area to prove yet again that they are the best.

In short, Google stands for -

G - Great
O - Outstanding
O - Original
G - Global
L - Leader
E - Example

Nice Post, Thanks for Sharing.

I can absolutely see Google buying Digg for the same reason they bought YouTube -- that's where the traffic is. Plus, as you've speculated so well, there's a lot of cross-over potential between Digg and Google's search engine.

“What’s Popular" by Google has built in censorship. It discriminates against some adult sites. Example: attempt to ad http://bossy-girls.net fails with message:

Error submitting URL. Please make sure that the URL is correct and that it does not violate our terms of service

Now, If Google has authority to censor adult sites, what would prevent them form censoring catholic sites because they do not conform to Protestant Theology, or vice versa or Conservative sites because they do not conform to Liberal Ideology (or vice versa) has Google become our moral Guardian? Rather than censoring adult sites they could automatically designate them as adults only and therefore make them visible only to those who accept them or to machines where minors have access

I think it makes perfect sense for Google to provide this functionality to it's users. It's a useful add-on to it's existing product pool. They should not buy Digg or one of the other service providers, they should apply their incredible talet pool toward evolving a better offering, something that distinguishes it from others.

Might as well keep the name close to Google's own name and thanks for this article it's something else for us to add to the list of things we do for clients ;)

Okay, so the idea at digg, is to allow users to decide whats popular, not an algorithym. So if google automates the process, it is no longer a user driven popularity contest, but one that is determnined by google... how is that good? Social media in general is awesome cause its user driven, this is a step backwards, if it wants to aggregate information to let us know what popular on the web that is not the same as digg, where users make all the votes, so its a cool idea, but i dont think its real competition to digg, at least it should not be.

cool info just tried it we will see what happens,pretty easy to submit
Stumbled
thanks
PS looking for bloggers to network with ?
Look me up drama and lamer FREE ;)

This is great piece of information. Will prove to be quite useful for my new sites. But i will still say that Google is good in copying stuff from the internet.

Those that use social bookmarking sites like Digg to help with SEO will surely see this as an opportunity, because there's no better than submitting to Google itself.

Surely on Google's part though it would make more sense to acquire one of the existing companies, not necessarily Digg but something similar at a more reasonable price.