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My first assumption on the name was "Cool" speeling with "UI"(user interface) instead of "OO". Which could kind of go along with their different layout idea.
Maybe I'll give it a shot if it gains some success.
However I don't see the mainstream, non tech-news-following, average user using this instead of the tried and true.
Nevertheless, as others have said, this is not a bad thing, and I'd like to see google come under some pressure. It's hard to become No.1, let's see how long long they can stay No.1.
But I do hope Google never shuts down. i love my Gmail too much.
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