“Reading behavior on the Web is incredibly fragmented. Nobody reads from just 15 or 20 sites a month. People read from hundreds of sites a month, creating a vast long tail of publishers. And the great majority of those publishers never registered. Out of the millions–yes, millions–of domains that flowed through Readability, just over 2,000 registered to claim their money. As a result, most of the money we collected–over 90%–has gone unclaimed.”