we saw that...

Google Inc. on Friday announced its acquisition of FeedBurner Inc., a service focused on making money from the steady stream of information flowing from blogs, podcasts and traditional news sites.
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Google shares gained $2.49 to close at $500.40 Friday.

With just 30 employees, privately held FeedBurner had been subsisting on $10 million in venture capital raised since its inception four years ago. Google will allow FeedBurner to remain based in its current Chicago headquarters, but hasn't made a decision on whether the brand will be retained.

Although FeedBurner is a small company, the buzz about its service has been steadily building as it helped distribute ads through the rapidly expanding universe of bloggers, podcasters and other sites that send out headlines and links through Really Simple Syndication, or RSS.

More than 431,000 Web publishers currently belong to FeedBurner's network and the company says it delivers about 67 million feeds to its subscribers each day.