Illumio for taming information overload and socializing

I have been trying out Illumio for the past few weeks and this seems to be a quite useful tool in trimming the information fat from RSS and Web feeds. The application and services needs an app to be downloaded and one needs to be registered to the service.
The service tailors the news harvested based on the preference of the user and reading behavior. This seems to be trend today in terms of taming the Information Overload. So what is the what makes Illumio different?