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The theirs in this case is Google+



Damn Google+ and it's 98% market share for providing automatic notifications when a site updates its content!

Wait, what?


I didn't say it was a suitable replacement. It's hardly an uncommon notion that they're trying to push people to Google+. Most of the behavioral defenses of killing Reader have to do with the fact that "social" won. (I disagree. Different use-cases)


Google doesn't want people to post stuff on their own websites. They want you to post it directly in Google+




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