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For starters, it's not business yet - there's no money coming in, except funding. Second, they will do very well as long as Google tolerate them messing with GMail UI. So, it's a feature - yes, a clever hack - yes, but not really a sustainable business.

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Insynchq has desktop clients for Windows, Mac and iPhone, and a client API. It can be used for document synching for things other than Google Docs, you can use it for asset management if you're a graphics designer, iterating through versions and allowing a client to see changes immediately. You can use it for synching and sharing any other documents as well.

How is that a mere hack?

I think it's due to your branding/feature page. The way it's presented, it's easy to think it's only work with Google Docs.

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