USA Today has launched a branded RSS reader, "My USA Today." Of course, the average user will have no idea that this new service is actually a web-based RSS reader.  As a matter of fact, there are no references to "RSS" at all (they do mention it at the end of their interactive "how-to"). Clearly, RSS is becoming part of the Internet experience. But, it is not happening because Internet users are downloading RSS readers and seeking out RSS feeds. It's happening because companies like USA Today are integrating RSS into the products they make. While there is a segment of "power users" (e.g. reporters) who will take advantage of RSS to manage large amounts of incoming information on the Internet, most will enjoy the benefits

of RSS without realizing it. So, the question is: Do you have an RSS feed yet? If so, how are you using it?