Emily and Joe--that's a really important question. I'll start with the obstacle. Most news orgs are reluctant to do anything that might not keep people on their sites. That's something we're working on. eventually, we hope to have something that can compete with LiveFyre and Disqus that can be more productive and useful and change the purpose of commenting on content.

One of the pain points for which we provide much needed relief is at the level of civility and transparency in our online environment. Most commenting environments for local legacy media organizations and even larger ones are characterized by incivility and bullying, in which the loudest, most persistent voice usually "wins." In our environment, everyone agrees to be civil (interested in understanding one another's opinions and points of view) and transparent (I am who I say I am; we don't do anonymity). That changes the tenor of conversation considerably. Suddenly, you remove the fear of being called an idiot, and an amazing exchange of ideas becomes the expectation, rather than the exception. I think that's the major value we add.