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The party has been on since at least early July. It is just so that not everyone was invited, but they're opening it up slowly.
http://branch.com/

http://news.ycombinator.com/item?id=4378004 , http://news.ycombinator.com/item?id=4378123 , http://news.ycombinator.com/item?id=4399450

Wow, so little discussion here on HN on something that has come from some powerful people backing it.
What does "powerful" even mean? Lots of money? Knowing people with lots of money? That's nice, but hardly relevant -- why do they call an embeddable, centrally hosted forum "a new way to communicate"? There's already Disqus which I don't use, now this. Seems mostly like a marketing thing for simple people, once again; they already lost me with the still frame of that video.

In short: "because people are slowly wising up to snake oil and middle men". I hope that's the reason at least.