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On the Whirlpool site, it says "The acquisition demonstrates the strategic importance of user-powered content to ninemsn's vision of delivering content and services to customers, where, when and how they want it; and connecting advertisers with a broad, engaged audience wherever they are accessing these services".

Furthermore, the so-called report quotes Tony Faure, ninemsn CEO as saying that Whirlpool represents the changing face of media and technology in Australia. "More and more consumers are turning to sites such as Whirlpool for up to date information, research and discussion. Whirlpool will provide us access to a diverse and technologically aware user base, and allow us in turn to provide our clients with an innovative and cutting-edge marketing solution."

Simon Wright, founder of Whirlpool, said "Both teams are excited by the opportunities to combine their resources on new projects in technology and broadband content."
Now if it wasn't April Fool's Day, the notion of a corporate animal like ninemsn buying into an anarchic online forum like Whirlpool could almost be believable.

But then again, it is April Fool's Day