Hatched in the same laboratory as Siri, the voice-based assistant acquired by Apple, Trapit is a personalized search and discovery engine that runs on the premise that your love for your friends may not always extend to their taste in reading material.
“Personalization has become nothing more than a buzzword,” said Hank Nothhaft Jr, Chief Product Officer and Co-Founder of Trapit, which has been on the web since November, and unveiled its free iPad app today. “Personalization should be about you, the individual, and your unique tastes and interests, not about what your friends are buzzing about on Facebook and Twitter.”
Compared with other “personalized” news aggregators such as Flipboard, Trapit takes a distinctly antisocial approach to content discovery. Its goal is to capture the rich, long-tail content that is burrowing in hidden niches of the “deep web,” and serve it to you exactly as you like it, based on a thorough, algorithmic understanding your appetite (that we will get to in a moment).