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One of the big things this group has going for it is the public persona Topolsky has been able to create.

If he continues to do his tech segments on Late Night with Jimmy Fallon, he can quickly get the brand for the new blog out to a huge audience.

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It can't be that much of a public persona. I've never heard of him. Then again, I've never watched Jimmy Fallon (I know it's a late night show, but that's it). How much traction is that going to have with a general public? Not much, I suspect. I don't argue that some sites have a very distinct personality behind the content, but from the little I could tolerate of Engadget's very repetitive and unoriginal content was that the personalities were largely irrelevant. Maybe that's a misread on my part, but that's the impression I've come away with.

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