It looks an awful lot like Svpply and The Fancy. And he's an investor in The Fancy. I guess this time the curation is through friends instead of the site itself.
But, seriously, what else is different? If I'm looking at it as if it's a Fancy or Svpply clone, I'm not going to go as far as signing up to add anything.
One way I see these kinds of sites is as wishlists and thus, it makes sense to have just one site I use--unless there's something compellingly different.
