Before RSS, Web surfers could just browse and google for news, opinions, and hacks. Since RSS feed readers became popular, only the highest volume blogs get personal syndication. Small bloggers are getting no RSS Traffic and minimal browsing traffic. RSS is killing bloggers, so bloggers ask, “what can be done for us underdogs?” Jason Calacanis of AOL and Engadget.com once stated that a secret of successful blogging is “fresh and frequent blog postings.” So readers subscribe to only the most frequently updated and well known blogs RSS feeds leaving for-the-love-of-journalism-bloggers “under the syndication radar.” Simply due to low posting volume, the vast majority of key bloggers get little to no readership. The founders of ZNITCH.com made it their mission to level the playing field and expose non-celebrity bloggers using what they call, “the opposite of RSS.”