I realized that you could use this to form the basis of an image rather than text based bookmarking system and that this could form the basis of social shopping.
Like most ubiquitous UX conventions there had to be an emotional element, however trivial, to initiate it’s spread. I realized while testing the system that shrinking, storing and collecting a smaller version of an image to represent a page just by clicking, has a satisfying feel to it, rather like placing a piece in a jigsaw puzzle. This reward for effort would be enough to create a viral system.
After leaving MRL Ventures where I co-founded Yelp, I launched Wists, a social shopping site which became the basis for the concept of Pinterest, 5 years later. More about the origins of visual bookmarking is on Gigaom.