Ran across this in the comments of John Batelle's search blog. Findory News watches what you "read" and then customizes later material for you. The slick trick is that they cookie your browser with a random id and then, I'm guessing, watch links you follow through Findory.
As someone who's prototyped a system with roughly the same idea, there are two major problems. First, there's a UI issue in that Findory can only track clicks through Findory, if I'm right. But I read news in a lot of other places, so it can only see a small window of my interests. Or they have to be so damn good I read all of my news through them. Not likely to happen.
An even bigger problem is that following a link is only an endorsement of the attractiveness of the headline, not the final destination. I call this the tire kicking problem. You follow the link, kick the tires by reading the lead paragraph, and then hit the back button if you're not interested. Should that article be recorded as interesting? Not in my book.
Good luck to them though!