Squidoo beta

Seth Godin's new venture, Squidoo, is now available in beta version. Quick thoughts and questions:

• The lens metaphor is going to be a hurdle for new users. Why force site visitors to adapt to the metaphor instead of just using standard taxonomy?
• Who benefits from aggregating specialized knowledge in one place? Creators? No - they have to use Squidoo instead of the blogging software of their choice. On the other hand, they do get paid (a little bit). Site visitors? They already have a way to find expert articles wherever they're created and hosted. It's called search. Squidoo's owners? Uh, there you go....
• Their tag line: "Everyone's an expert on something." I don't believe it and you don't, either. Everyone knows something, but not everyone's an expert.