The idea behind attention is very simple. I know, because it's my idea. Doc Searls introduced me to Dave Sifry at a party, and Dave and I sat in the corner for two hours and brainstormed how to turn that idea into reality. Later, I came down to Technorati's office and fleshed the idea out, describing what I do (did) with NetNewsWire and how I wanted to do it better. Dave sat there, taking notes, debriefing me in a classic deconstruction of what I did with RSS data, what I found important, and what the inforouter (my name for an aggregator on steroids) could do to improve information transfer.

Soon the outlines of a spec emerged; who, what, and for how long feed data was being consumed. I insisted that OPML be used as the first bootstrap of subscription data. Sifry, in the throes of establishing a business out of Technorati, seemed to sense the value of attention, but had to fit it in with many other priorities in allocating resources. In my role as a member of the Technorati Advisory board, I evangelized what I saw as attention's profound value proposition as RSS adoption accelerated the need to deal with a second order magnitude of information overload. I also surfaced the idea on a series of blogs, first at CRN, then at eWEEK, and lately at ZDNet/CNET.