Heh, it may be that I'm running on little sleep, but I initially read the headline literally, and got excited about a sweet publicity stunt :)

Looks to me, pipio is a replacement to almost every social site out there (facebook, friendfeed, twitter mashups, likaholix, etc...) and thus is "boiling an ocean" in terms of startup goals.

Man I do wish they'd do that publicity stunt tho and _actually_ try to boil an ocean :) Maybe one day.