“Instead of email”: Acumen already had a culture of sending company-wide emails containing interesting articles and thoughts and triggering discussion threads. But those threads were lost in everyone’s in-boxes and archives. So Brian and Rob created a button called “Instead of Email” and then approached Acumen’s top emailers to use Instead of Email instead of email.
via The Official Google Blog: Project 10^100 – Am in Singapore.. Why is http://www.project10tothe100.com/ redirecting to http://www.project10tothe100.com/intl/CN/index.html ?