In the world of Internet startups people can become obsessed with the function of a product or app, often ignoring how a company can change the dynamics of a market just through it's sheer existence. More often than not, it is not just a case of just having a better technolgy than the other guy. Equally it can be about a creating an incursion into a competitors' space which forces them to manoeuvre, destroying value for them, and creating value for yourself. No greater example exists of this today as the dramatic moves being made around the rumoured sale of Tweetdeck. I have been talking to sources well acquainted with the issue and what they have to say suggests a fascinating drama - which we are about to see played out.