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@kerfuffle ,

DIrect match is not new. It has been in there for quite some time. I guess it is the first time you see it.

We are trying to find a balance where we provide you shortcuts to sites you might want to visit, while generating a little revenue for us.

We have had the same principle for bookmarks since the beginning, but people did not like us editing their bookmarks, so this was an alternative, less intrusive way to suggest sites to visit.