What in the world is IntoNow? Why does , which launched 12 weeks ago and has all of seven employees? And why should anybody care?

Short answers first:

IntoNow makes an iPhone app that enables you to tell your network of friends about the cool TV show, movie, game or commercial you're watching.' Yahoo wants it because it dovetails into all the areas people are talking about right now: Mobile, video and connected TV. You should care because it tells the immediate universe that you just watched an Audi commercial.

Personally, I would only be impressed with such a feature if it sent a brand-new, up my driveway. Pulling a trailer with a pony. Driven by the For free. But I digress.

Scripps Network's Wes Williams, who blogs at , described the IntoNow app as "like meets TV meets ." It picks up audio of the TV show you're watching, identifies it, tags it and shares the information on social networks. CEO Adam Cahan says the Yahoo cash will enable IntoNow to move into new parts of the world and extend the app to Android, iPad and other platforms.