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August 15, 2013 AT 10:20 AM
News broke that Apple had acquired Matcha, a video programming recommendation site, earlier this week. It's not surprising, despite the company's relative unknown status and small amount of total funding: Apple makes a number of smaller, strategic acquisitions and we don't find out about some until well after the fact. With Matcha, however, there's a very good reason Apple came calling, and that has to do not with talent but with product.