jorgen - we identify brands for the past 30 days, so if you're an inbox zero person, then you won't have many brands to identify
our first product allowed you to create personal and brand icons - we're not there yet with this one. we hacked it together after going down the stand-alone client path for almost a year
I could write about that experience for days (for all you folks dead set on building a new client)
You can actually use Gmail's native features to hack our product to make it more powerful - i'll be posting about that next week...we also plan to gamify. So much to do, so little time.
I truly believe that the only way to put the "NDA or no NDA" question to bed is to have every single person out there try to execute on an idea. Only until you've done it once do you realize the infinitesimal odds of having an idea, telling someone, them executing on it and making it big while the same experiment carried out with the only variable changed being not telling them would have resulted in you making it big.
NDAs are meant for investors/strategics who want access to real, sensitive and actionable data. Not a couple of folks in a bar batting around ideas.