I think the thing that Flipboard is doing particularly well is that the integrations become seamless. One of the main goals at Flipboard that we really try to drive home is that [users] plug in these [integration] sources and we remove the “sourciness” from it.
When I’m reading stuff in Flipboard, it’s not like I’m engaging Twitter or engaging Facebook. I’m just aware of the great content that’s being micro-curated by my social groups. There’s an obfuscation of that social network layer — what we’re building is a comfortable consumption layer, as fed by human curation.