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The look and feel or user interface is important and can it can be difficult sometimes to find the right balance, a format that provides as much information as needed, but not too much to become cluttered or busy. The most important aspect though is probably that it has a good integration with other things that you're using it for. For example, the New York Times version would be focused with widgets of New York Times features, vs iGoogle is more connected to their internal applications, and so on. How well they integrate for the needs of their audience will be ongoing give and take relationship.
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