[YCW10]

This service seems in line with Magic Jack and WebKinz. Software designed for lower tech experiences people who value utility, but not a pure pixel based experience.

This class of startup is really interesting. From what I've read MagicJack could do $100MM in revenue and WebKinz is a cash factory throwing off $750MM per year. Both utilize software, but it isn't the lead aspect of the service.

These companies really fly under the radar relative to the other hot startups of the day. ReadWriteWeb covers them to some degree, but it is an area that deserves a LOT more coverage.