The technology, a proprietary indexing system called SoundPrint, is genuinely cool. , its database contains the equivalent of 266 years of indexed video, and its algorithms can identify programming "down to the episode" in 4 to 12 seconds, even if the show is brand spanking new.

You don't have to be friends with people to look at their profiles or see what they're watching. In fact, IntoNow runs a Twitter-like feed that tells me Mario G. is watching "Sports Center" while Jim C. is watching "Good Will Hunting."

The "Why?" is more complicated. From the : "We want you to connect with your friends to make television more social, engaging and personalized. It's what you're into, what you're doing right now, and there should be an easy way to share that with your friends. Along the way we hope you discover more shows you should be into... we certainly have."

That's the consumer "Why?" The business why is more insidious, especially if you've been paying attention to last week's news that and devices reveal where you've been. Several companies previewed automatic content recognition apps at this year's National Association of Broadcasters confab. One, , said "Mobile applications that integrate with Vobile ACR technology will drive advanced advertising models and enable synchronization of content between TV and mobile devices, such as smartphones and tablets."