Feedburner continues to impress me with their innovations. The chiclet overload problem is not over yet, but the solution is working its way out with these kinds of UI improvements. There is obviously a race to provide publishers with the best solutions for distributing their RSS feeds. Focusing on making RSS invisible to users is the right direction, no doubt.
Speed to market is a winning strategy, too. In today's online game, staying competitive or jump-starting a market is about iterating ideas rather than producing robust, deeply engineered and fully tested solutions. Greg Linden questioned whether mashups were about giving big companies a way to outsource R&D for free.
"They offer the APIs so people can build clever toys, the best of which the company will grab -- thank you very much -- and develop further on their own."
While that may be partially true, have no doubt that the ambitions of many developers and small companies out there who are innovating quickly is to come up with a product or business model that becomes a big hit.
Feedburner isn't worried about being first to market and having their ideas stolen. They're trying to win.