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Didn't they try basically this before, then had it fail and discontinue in the form of iGoogle(2005-2013)? The idea of google going back to that is just nuts.

At least DuckDuckGo has got the search page concept right.

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They definitely discontinued it, but that doesn't mean it failed. What do you think made them kill it? At the time, it felt like textbook Google capriciousness (see Reader, etc).

I expected it to be a strategic push towards their more interactive content aggregation feature built into Google+.

This seems to auto-populate which is different, and is far simpler. iGoogle was widget based and relied on you to pick the info sources.

But iGoogle still was very popular. It was killed despite being used by many because Google decided everyone should use Google+ from now on.

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