I’ve been pitched story ideas on about 100 different widgets in the last six months. This widget does that. That widget does this. Rarely do I write about them because few of them do anything different. It’s just the same crap in different mascara. Besides, I’m starting to grow tired of the word, “widget.”

However, I found one that not only has a very cool concept, but that launches today on the websites of — get this — mainstream businesses that are pushing third-party content they do not control to their customers, all in the name of a more enriching website experience. (My first question to Susan Bratton, president of Personal Life Media who pitched the idea to me, was, “Can I have your clients have a word or two with some of Doe-Anderson’s clients? Please?)