> In this data, Ariely saw an inefficiency to target. Even though every email, by default, triggers a notification, it’s unlikely that any given email deserves one. So, with the help of some software developers he’d worked with in the past, he tried to come up with a way to tweak the default settings that are baked into email. The result of that work is Filtr, an app that lets users make simple rules, based on the sender, about when an email will show up in their inbox. For example, users can set it up so that emails from family members show up immediately, but non-time-sensitive newsletters show up all at once, at the end of the day.

Again... Google is already trying to do this for me. No, thank you - I can easily set up there rules for myself.