Quartz, kind of a big deal?

A site called Quartz is going to go live today. I have been hearing a lot about it in the media (e.g., The New York Times). One of the people who launched ScienceBlogs, Chris Mims, is involved. I’ve seen a guideline for its freelance writers, and I have to say that I’m impressed by the flexibility and openness to variation and personalization that it communicates. Not sure if it is revolutionary, but I suspect that it will be quite the content machine. And the emphasis on tablets and mobile access via a browser, rather than an app, is probably the best way to optimize readership.