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Thanks Mike for this awesome find:

PSFK highlighted a new iPhone app called Alocola that basically adds location awareness to websites (with your permission) as opposed to just the iPhone & its apps.

This way not only can a website automatically give you location specific information (say, weather), but advertisers can get a lot more specific too (ie.“It’s 88 in Malibu. Enjoy our beachside patio at Malibu Fish & Chips. Only fifteen minutes away.”). But the idea is way bigger than just the iPhone’s functionality. Integrating it on normal websites could make for some great ads from your local semi-shady deli/gyro/pizza place right before your lunch break.