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Its website called Twine, which is currently in beta testing, harnesses the philosophy at the core of a discipline called the "semantic web".
Other semantic start-ups include the search engines Powerset and True Knowledge, and a free semantic database service called Freebase.
As a technology that could transform the way websites work, the semantic web is often also associated with the term "Web 3.0".
Twine uses a semantic approach to act as a personal organiser, bookmark service, and a social network combined. A user adds information to Twine by creating a note, forwarding an email, uploading a document, or tagging a web page.