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Cool idea. I love that you create a shopping list. You definitely want to connect this to your phone so you can pull shopping list in the store.

Revenue will be tough. My experience with recipes are that people dont like to pay for them. You will need ads, and therefore scale. That said, if you have the capital to wait and develop real usage, its a great advertising opportunity (person looking at there phone in a store ready to buy).

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iPhone app is definitely something I'd like to do. I'm not completely opposed to ads, I'd just like to avoid slowing down the site -- loading time & usability-wise. Which I think is probably doable.

EDIT: To clarify/expand something: If I ever chose to charge a fee, it would be for solving the "disorganized pile of bookmarks & print-outs" problem, not so much for access to recipes, which you can get anywhere. Of course, people may not be willing to pay for that either.

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