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You've heard of Web 2.0.
Now, a secretive Bellingham Internet company -- dubbed YapTA! -- is touting itself as "Web 3.0."

YapTA! co-founder Brett Allsop, a former venture capitalist who co-founded online sporting goods retailer Fogdog in 1994 (Definitely Web 1.0), admits that he will take some grief for the Web 3.0 label. (Heck, ValleyWag just ripped Google Chief Executive Eric Schmidt for uttering the phrase).
But the 35-year-old Allsop, who graduated from Sehome High School in 1989, really believes he is on to something big. Founded last January and expecting a launch early next year, the company recently pulled in $750,000 in seed financing from angel investors.
And just what is Web 3.0? Allsop explains it as "smart programs" that do the work for consumers.
"I define Web 2.0 as the user has to do all the work, network with other people, put stuff up, upload their own videos, upload their own pictures, make their own Web site, do their own blog. That's great and everything, but a lot of people are lazy. And I have my own life and I want to go hiking and I want the Internet to do the work for me. That's the foundation of YapTA!."
YapTA! -- whatever consumer market it is going after -- certainly doesn't lack bravado. A description on the Web site says that the 7-person company "plans on being a major piece" of everyone's life.
"We are consumer focused and our whole goal in life is making sure that we are considered a VERB. We want people to say, 'honey... Did you YapTA it?,'" the site reads.
A job description asks prospective software engineers if they ever wished they were on the development teams of Skype, RealNetworks or iTunes.
Allsop, who comes from a family of entrepreneurs (his grandfather invented innovative ski equipment and his dad and uncle created consumer electronics maker Allsop Inc.), said the bravado comes from confidence in the product.
"I wouldn't say it if I didn't think it was true," he said. "People who know me, who have seen the product before, they are like 'wow.' It is impressive." He declined to go into further detail about the product.
Allsop also is being a little cagey about the new CEO of YapTA!, describing him as a Mercer Island resident named Tom who he worked with at Fogdog. Allsop said he couldn't reveal Tom's last name because he serves on the executive team of a public company.
Sidenote: This "stealth startup of the week" was discovered after an astute reader pointed out the company in the comments section of a recent blog post.
UPDATE: Looks like we may have discovered our mysterious "Tom." A reader points out that Thomas Romary -- a former Fogdog executive -- was appointed chief marketing officer at Kirkland-based HouseValues last year. Prior to HouseValues, the Harvard M.B.A. served as vice president of marketing at RealNetworks and Alaska Airlines. Also, his bio is no longer listed on the HouseValues executive page.
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Posted by unregistered user at 8/29/06 2:37 p.m.
haha.............great read John. I'm guessing my question yesterday regarding this company prompted this write-up?