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Same here. It seems that GMail wants now to "friendfeed" my mailbox.

I don't know what that whole "overwhelmed by email" issue is all about. If you are getting 100+ emails a day and believe these are all relevant for you, you either work as some sort of a customers service rep or there is something wrong with your life/priorities.

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Relevant doesn't necessarily mean requires actions. I average around 100-150 relevant work emails on a typical day (can also be 20), and plenty of them are ones that I only need to glance at for 5 seconds - some that I don't even need to read but need in my inbox for potentially looking up later.

I work in marketing for PC hardware, so very different sort of workflow to coding.

This is exactly what they want to do. Ads embedded in streams/feeds have proven to be the most profitable monetization strategy on mobile, and Google's missing the party on that one. It's an attempt to take one of their powerful, existing products and turn it into a mobile feed.

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