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The site has been up for a year and a half. It used to be called "Flippin' Awesome" so we are just keeping pace with the current editorial pattern.

We'll be re-launching soon and you'll see a more marked change then.

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is that a yes?

That's a "no" because it's important to keep up with the current reader base and slowly change it over time, rather then make a massive change at once.

We chose to iterate slowly instead of a "bet the farm" launch. Agile vs. Waterfall.

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