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I'm going to nitpick that article. Not all of the coverage of Trello at Disrupt came from writing reporters ahead of time. I know because I wrote one that mentioned Trello: http://www.wired.com/2011/09/startups-techcrunch-disrupt/ and Joel did not pre-brief me or Mike.

I guess it matters equally though that the "four that seemed to register as important to him" were all hand-crafted

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