It's obvious what's in it for the magazines which write about them. Rose makes a compelling story, even if Inc. had to resort to ridiculous hyperbole:

Rose has managed to put himself at the center of an ever-expanding new-media empire. In addition to Revision3 and Digg, he recently launched an Internet messaging service called Pownce. Thanks to Rose's star power and a well-designed website, Pownce quickly attracted more than 150,000 people, who use it to share music, videos, and links with their friends. This means Rose owns an online newspaper, an online television network, and an online communications platform.

Ladies and gentlemen, geeks of the world, please welcome Kevin Rose. He is the first vertically integrated Internet celebrity — part Steve Jobs, part Howard Stern — and the next media mogul.

Wait a second: Revision3, Rose's "online television network," is mostly a vehicle for distributing videos where Rose chugs beer with Albrecht and discusses Digg headlines. It just laid off several employees and canceled five shows. Pownce is barely known outside of San Francisco — and its insidery core of users know that it's secretly a great way to swap copyrighted music and video files without getting threatening letters from the RIAA. And Digg?

Well, Digg just raised $28.7 million in venture capital, after several rounds of acquisition talks with Current, News Corp., and Google went nowhere. Digg needs to get big — which means Rose needs to change his image.

He's always been the beer-drinking slacker who started Digg on a whim, and never wanted to run a big company. That story no longer works. Instead of believing in the wisdom of crowds, Rose needs to run from it. His tech-geek fan base isn't large enough to take Digg into the territory where an IPO is plausible.

Burnt by a goofy BusinessWeek cover that made him look like a joke, Rose has stayed away from print. But now he needs the mainstream media as much as they need him. Coverage in second-tier publications like 7x7 and Inc. lead to more, higher-profile stories.

Will editors in New York's high-rise offices ask pesky questions about Pownce and Revision3? No, they'll just read his clips, and think Rose really is the next Howard Stern. In that future path lies true stardom, not just Internet fame, and real riches, not just paper ones. But it means abandoning the ideals which led him to start Digg in the first place.

More spy photos? Send them in.

According to new stats from Hitwise, Plurk, the least cool microblogging startup around, might have the last laugh. Its Web traffic far exceeds FriendFeed's and Pownce's. And yet Twitter, while growing very fast, itself isn't very large. Its imitators are all so small, really, as to barely deserve mention, let alone magazine covers. Microblogging isn't just about very short updates. It's about very small businesses. If I wrote about them in line with their actual worth, this post would have been far shorters than 140 characters.

At the San Francisco Girl Geek Dinner earlier this year, Leah Culver, 25, the developer of Pownce, a microblogging platform, described the extra efforts she's made to convince potential employers that despite being attractive, she's actually, like, competent. "I used to carry around a copy of my computer-science degree in my purse," she said.

I feel for Culver. For years, my wild attractiveness meant I had to work twice as hard to be taken seriously. If I was any uglier, I bet I'd be be CEO of Google by now. Instead, I had to live with the shame that I know how to accessorize and dumb down outfits at job interviews to fit in with the developer slobs in their tees, jeans and sneakers. So I just can't wait to be empowered to become even thinner and more vain by the new reality show about the Nerd Girls of Tufts University. Because what could help attractive people conquer stereotypes faster than television? (Photo by Andrew Mager)

Previously:

• A is for Adelson, who cofounded Digg
• 
  
• B is for Botha, who sold YouTube big
• 
  
• F is for Fitzpatrick, and "hookers and blow"
• 
  
• L is for Levchin, who never goes slow
• 
  
• P is for Parker, the Valley's bad boy
• 
  

Basically, they've been all over each other the entire time here. A friend almost got a pic of the two walking together alone but came out too dark to tell what was going on. We did see them walking alone to the beach though. The club/cafe Nikki Beach in South Beach has been their breeding ground. Ask anyone who's been there for the beach party and they'll likely confirm.

In case you forgot, Pownce is a Twitter clone whose added value is the resale of Amazon S3 space. It's written in Python (Django) by someone who rounds floating point numbers using strings, and is only noteworthy by virtue of being cofounded by Kevin Rose of Digg.

Pownce, despite being a shitty service, gives us some insight into the Web 2.0 world. I have described this before, but it is best done with imagery:

• Useless service X is released after 2 months of MySQL/CSS development.
• Arrington covers it, thousands of users sign up. Mike takes his ad revenue.
• People either stop giving a shit or realize your service does not solve any problems for them.
• Fail.

5. Apple TV

Cable TV was going to be dead by Christmas. Instead, Forrester Research reversed its bullish forecast, placing Apple TV behind Jam Packs for GarageBand.

4. Googlephone

Valleywag editor Owen "Wrongway" Thomas repeatedly insisted all year that there was no Googlephone. He was almost right: Google's only built a phone software platform, one which launched with no killer apps or interface innovations. Don't drop your iPhone just yet.

3. Facebook ads

"Once every hundred years, media changes," Facebook founder Mark Zuckerberg declared moments before unveiling an overhyped ad system for broadcasting your purchases to your friends' Facebook pages. Even if Zuckerberg proves bizarrely right about media, he picked the wrong day. A hundred years from now, the history books — or whatever replaces them —will talk about YouTube instead.

2. DRM-free music

Cory Doctorow is finally happy, but face it: DRM-restricted music and video files weren't the repression of personal freedom that evangelists like Doctorow made them out to be. They're merely irritating when they don't play. Copyright crusaders are like medical marijuana advocates: You can't argue with them in theory, but in practice you know what they really want is the right to party hearty — or in this case, to download music not just free of DRM, but free of charge.

1. Tesla Roadster

The all-electric sports car really would change the mass public's attitude toward electrics. If only it would hit the road. The company missed its promised ship dates, and genius founder Martin Eberhard has been ousted. To be clear, Tesla's basic electric tech works just fine. Gossip says the motor is so strong that it breaks its gearbox. The company has acknowledged that its custom-made two-speed transmissions have proved a problem.

Special Achievement Award: Pownce

Never confuse celebrity with software. Videogenic Digg founder Kevin Rose announced a new company that would do something radically different. Lead developer Leah Culver topped an online beauty contest, despite posting dubious integer-rounding code to her blog. But to date, I still don't even know what Pownce is — NO DON'T TELL ME LA LA LA LA NOT LISTENING! Uncov writer Ted Dziuba explains it for me. As for Pownce's cyberlebrity status, Ted adds, "their daily traffic is now less than 2girsl1cup."

(Illustration by Uncov. Photo of Google Android by Mobile magazine. Photo of Leah Culver by Brian Solis)

Anker, LiveJournal founder Fitzpatrick, Sup CEO Andrew Paulson and some of his Russian engineers, a passel of Six Aparters, and one slightly bewildered goat held a bash at 111 Minna to celebrate the split. Also there: Fitzpatrick's omnipresent ex, Pownce engineer Leah Culver. Culver was in good spirits, though, despite the rumor Fitzpatrick's seeing someone in Russia. She too has a new beau, Justin.tv's Kyle Vogt. We're just waiting for the inevitable Leahcast.

Culver wasn't the only camera-friendly type there. Natali Del Conte, CNET's newly hired TV personality, stole the spotlight with a sparkling appearance just as I was leaving 111 Minna.

What the company forgets in introducing the API is that we didn't come to Pownce for its features. We came to hang out with its founders — Kevin Rose and Daniel Burka from Digg, and Valleywide crush object Leah Culver — as well as their equally hard-partying friends. Where's the API for that?

Evite: Use Socializr or MyPunchbowl
The main problem with Evite is the uninformative email. "You are invited to Heather's Divorce Party," says Evite, with a personal message from the host but no actual information. To make a decision as a guest, I have to click over to Evite; that cramps my style if I'm trying to be at all productive with my inbox. Plus it's a pain when I'm en route to the party and need to double-check the address. If only I could just check my email on my phone, but no, all the info is trapped in Evite! The "send it to my phone" option is silly, as I probably won't remember to do that until I'm already away from my computer.

The site is also annoying to use: I can only export the event to iCal, RSVPing takes me to a useless page instead of back to the event, and the site is full of ads and unrelated links. Evite is the MySpace of invitations.

That's almost all fixed with Socializr and MyPunchbowl. Socializr sends a complete email with party time, location and information:

But the event page only lets guests export info to Outlook, not iCal, Google Calendar, or Yahoo Calendar. MyPunchbowl allows all of that, but although it leaves guests a pretty informative email, it leaves out the event location. (It's also cluttered with more "features" than I care about.) Because of that, I'm using Socializr for my next party.

YouTube: Use Vimeo
Seriously, why put anything on YouTube when Vimeo exists? Of all the alternative video sites — Veoh, Blip.tv, Revver — Vimeo is the best option for the average video maker (people with professional shows should also consider Blip.tv or VideoEgg). Here are YouTube's failures and how Vimeo beats them:

• Crap video quality: Remember the '90s, when online video was tiny and grainy? And then connections got faster and video was decently pretty again? And then YouTube made it all grainy again, with dissonant sound? Vimeo has better video quality, especially in its new HD format, which has 12 times the resolution of YouTube. (Those with pre-Intel Macs will have to watch the non-HD versions.) Viewers can also download the original video file.
• Ugly site: And ugly embeds. Not with Vimeo, which has a freshly updated embedded-video style that matches its slick, uncluttered web site.
• Horrible commenters: YouTube comments are spam and illiterate evaluations: "dis sux" or "lol." The video creator can either take hours to pick through all of them deleting bad comments, or ban comments altogether. Vimeo comments are not only readable, they're nearly all encouraging. Is the fantastic community only there because the site's so small? Who cares, it's not going to explode any time soon. It'll just steal the best creative users from YouTube.

An example of Vimeo's beauty:

Blogger: Use WordPress.com, Vox, or Tumblr
In its first few years, Blogger rocked; then like most Google acquisitions, it languished, until now it's a hive of spam blogs. Blogger isn't particularly heinous to use, it's just quite limiting. Now there are plenty of friendly blog interfaces for those of us who just want a simple blog with no mucking about in HTML.

WordPress.com is the most flexible, useful for people who want the power of WordPress without installing the whole thing on a server, or whatever people do to make their own WordPress blog (I've had a few, but I always needed someone else to set them up). There's room for HTML and custom CSS and stuff, so you can upgrade it. I Can Has Cheezburger is built on WordPress.com.

Vox is the new Blogger, as far as simplicity and friendliness. Pretty much no learning curve. It's designed to be the blog your mom can use. Lots of Vox blogs are happy and sunny; this one is also Warm 'n Fuzzy.

My favorite is Tumblr (which powers my personal site). This one's less about "dear diary" blogging and more "here's some stuff I found." The small input boxes encourage brevity, which is what your blog could use, isn't it?

Twitter: Use Pownce
I haven't stopped using Twitter. But I used to use it to ask questions when I needed a whole bunch of ideas ("Anyone know some songs about transvestites?"). Now I use Pownce, which lets people reply within a thread. It's like a comment thread without a blog post at the top, or a quick and easy mini-forum. It's also a more rewarding place to pimp your boring blog posts link to entertaining webpages.

Digg: Use StumbleUpon
What if you could get Digg-like traffic without suffering the wrath of Digg commenters? Try StumbleUpon, which asks for "reviews" instead of a stream of comments, forcing users to actually think before posting about a site. That gives StumbleUpon the same community advantage Vimeo has over YouTube.

Get your site "Stumbled" and you could get several thousand pageviews — not always as much as Digg, but without the "this sucks u suck LOOSER" commentary.

MapQuest: Use Google Maps
You already know Google Maps is the best, but apparently most folks still use MapQuest, despite its awkward input forms and such. But, well, those folks aren't you. So I guess we've got a little extra time here before the article runs out. Go spend it at Vimeo.

Nick Douglas writes at Valleywag, Too Much Nick, and Look Shiny. Seriously, Vimeo is like licking chocolate off the Venus de Milo.

Kevin Rose isn't just balancing the competing interests of Digg's loyal users, of course. Whenever a founder starts talking about "the users," hold onto your wallet. Rose also has to balance the interests of Digg's investors, for whom the BusinessWeek exclusive seems tailored. And then there's the wildcard of Rose's other venture, Pownce, which offers features similar to the ones just rolled out. Is Pownce turning into a mere testbed for Digg? And if so, how does his cofounders there feel about that? Here's hoping Rose can manage these competing interests as well as past Digg controversies.

Sorry, that's a big no. Of course, much of the feud was actually in the minds of Digg users and not the two entrepreneurs. Any animosity between the Web luminaries was simply "shit talking," as Rose put it on the show, not personal. But Calacanis and Rose are known for being outspoken and opinionated, and their approaches to business couldn't be more different. Surely, the two would inject some much-needed spice into the staid program — if only for their good friends Malik and Kim, Calacanis's sister-in-law.

Instead, the most contentious point of the interview came when Calacanis made this statement:

Netscape wasn't just a copy of Digg. It basically built on it. It did a lot of things that were much more innovative than Digg had done to date. And you've told me that before.

Well, I think it's a different direction ... I don't think I'd call it ... yeah, it's a different direction.

Malik should be ashamed of himself. If he can't deliver on a simple catfight, then he's sure to lose his audience to the Valley's new sex kittens.

• Pownce is insanely hot. Among the tight-knit set of Web cognoscenti, Kevin Rose's celebrity made Pownce an instant hit and Pownce invitations a scarce commodity. (Like any other scarce commodity, they ended up for sale on eBay.) This was the original impetus for my observation that "Pownce is the new pink": Like Paris Hilton, it's famous for being famous, long before anyone seriously started using it.
• Pownce is not the new Twitter. Twitter is for sending messages. Pownce is more for sending URLs, files, and invitations — things you want to share, not things you want to "share."
• Pownce is a file-sharing service at its core. You've heard of file sharing as a way to get free music, no doubt, and probably heard the convenient myth that these services are meant for sharing files with your friends. (Not that that should matter. Copyright-law novices, take note: Just because you're sharing files with your friends doesn't make republishing a copyrighted work, which is what you're doing when you upload it, any less illegal.) On Pownce, when you're sharing a file with your friends, you're really just sharing it with your friends.
• Pownce is the record industry's worst nightmare. Precisely because the sharing of files is so private and so limited, it's almost impossible to police. Unless the RIAA plans to enlist college students to sign up on Pownce and rat out their new "friends," it's hard to see how record labels will even figure out which of their copyrights are being violated — a necessary step before they can file a copyright complaint.
• Pownce isn't that interesting. It's pretty, well-designed, and functional. But is it really that hard to do any of the things you can do on Pownce?
• Pownce was not created for the reasons its founders claim. I don't buy Pownce's cover story that it was "brought to you by a bunch of geeks who were frustrated trying to send stuff from one cube to another." Pownce cofounder Leah Culver has a more convincing version: That Pownce is an excuse to program a website using some new technologies.

Peron's place, which Culver is renting, is amazing. The backyard is built like a treehouse, with hidden stairways leading to the an outbuilding that doubles as a blacklight garden and hot tub. A model of the Golden Gate bridge serves as a walkway connecting the second floor to the guesthouse. Oh, and there are full-grown pot plants everywhere you turn.

The party had the feel of a high-school kegger, as if Web 2.0 High prom king Kevin Rose had convinced his venture capitalists to go away for the weekend and leave the liquor cabinet stocked. Pownce cofounder Leah Culver danced around the kitchen lip-synching to "Lip Gloss." On a screen, Randi Jayne, Facebook CEO Mark Zuckerberg's sister, debuted her latest viral video, a very clever iPhone parody. By 11 p.m., the kegs were kicked, and people stood around holding red plastic cups, hoping in vain for more liquor. Attendees included just about every boldfaced name from the San Francisco Web scene: StumbleUpon's Garrett Camp; Om Malik and Liz Gannes from GigaOm; Sarah Lane, Martin Sargent, and David Prager from Revision3; and recent New York Times profile subject David Ulevitch from OpenDNS.

And of course, there was some drama. A group of wannabe gangbangers walked into the party and, eyewitnesses say, walked out with a MacBook and at least one purse. My purse, to be exact. After I noticed that my purse was missing, three of the alleged thieves came back to the party, apparently hoping to steal more stuff. Partygoers detained one of them, who was then arrested by San Francisco police on a conspiracy charge. Good thing they didn't check out the back yard. For a glimpse of the scene, here's a gallery:

Although Pownce has everything web 2.0 going for it ( a cadre of young, attractive entrepreneurs with street cred — Leah Culver, Kevin Rose, Daniel Burka, and Shawn Allen, a slick design, social features, a misspelled but cute name), it's also not very useful and is entering a crowded market of full-featured and niche applications. Can Rose continue to stretch himself thin and spit out new project after another? Or will he discover that success is sometimes contingent on focus and a novel or good idea? A little failure could be good for the ego of young Kevin Rose.