Leave it to Google to start their own RSS reader. Steve Rubel has the news. So does John Battelle. I am sure there are others. Many others. The Google blog has a tiny little post on it too.

Basically, when you sign in to your Google Personalized Homepage, go to the "Add Content" link in the upper left corner, a customization area comes out that lets you add in any blog to your Google homepage. In essence, your homepage now can act as your RSS aggregator, albeit on a small scale. Nobody in their right mind would ever think of managing 300 feeds on a homepage like this. At least, not with the current layout. Additionally, it only shows titles, not full text, so you have to link out.

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It may challenge My Yahoo, but I don't think it has anything to compare with Lektora or any of the other RSS aggregators out there. And this does not come from bias - it's just a simple fact that you could never use a homepage to organize, read, and search more than a couple of feeds.

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