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except it barely mentions mtgox. If it wasn't in the title of this submission, I wouldn't know it was by mtgox.

Ditto. It really does seem to be quite generic.

Don't know if I'd trust MtGox not to evolve it into an advertising platform in the future when it starts pulling in nice traffic.

From their press release:

,,We’ve recently released the launch version of bitcoins.com, an information site for all things Bitcoin. The site is not centered on MtGox specifically and we've tried to keep it as neutral as possible in order to promote Bitcoin."

They link to two competitors: Bitstamp (a direct competitor), and Coinbase (a semi-competitor).

Yes they do but for exchanges list MTgox is first

for merchant services MTgox is also first despite being barely used when compared to bitpay or coinbase