i asked jojo hedaya and josh rosenwald how it began. >> we wanted to do a startup together and we kepthooting ideas back and forth. jojo, did you see the last idea i sent you? no, but i saw that groupon offer. he asked me if i saw the last idea. we quickly realized that we would have to take charge of cleaning out the end boxes. that was kind of the inspiration for building a web service that allows users to login with their existing e-mail account and with just a few seconds unsubscribe or manage all of their e-mail. >> jojo, how is this different than what google has now? they have sponsored e-mail, promotional e-mail, and social e-mail all seemingly categorized. >> there are a few major differences. when you sign up for our service, we show you a list of every subscription you have. i'm subscribed to groupon, facebook, livingsocial. you can unsubscribe for everything on once instead of doing it one by one. with the promotion and social tab, that only works with the google web client. if you have the gmail app, it does not matter which you have. you can use mac mail, gmail, iphone an