From an interesting article about RSS and marketing by Dick Stroud, in What’s New in Marketing, issue 22.

Until recently, if I wanted to view IBM’s RSS channels, it required a software program called an aggregator, sometimes called a newsreader. […] While this is useful I think it would have only been used by the techno-geek community if it had not been for a company called Newsgator.

Other than a Web browser the software that people spend a frightening amount of their life gazing at is Microsoft Outlook. Newsgator had the brilliant idea of enabling Outlook to receive and view information from RSS channels.

Thanks Dick!