Indeed, the "branded relationship widgets" that Ahern discusses are the primary type of widgets we build for media and consumer clients here at NewsGator. The ability to tab through multiple types of content within the same widget, for example, seems to highlight the customization potential the author is talking about when he says that the role of these widgets "is to deliver highly relevant personal messaging or functionality."  For an example of this, look at the Space widget (at right) we've made for one of our clients, Discovery.  The message?  The more dynamic & interactive a widget is, the more likely you are to have people engaging with it.   

I also think it's interesting that he makes the connection between iPhone applications and widgets in light of the fact that NewsGator is now offering branded iPhone applications.  He explains how these applications "are very similar to widgets...and can be designed to be an integral part of a widget program."  Agreed.

A final point I'd like to touch on is a widget pitfill he mentions -- "if a widget is deployed for a specific campaign, and there is a measure of viral success, then what does one do with the audience at the end of the campaign? -- since we have a specific solution to that at NewsGator.  Ahern correctly points out that "simply abandoning or switching off the widget seems like an injurious waste."  That's why I wrote a post -- "Tip of the Day: Extend the Life of Time-Limited Widgets" -- precisely on this topic earlier in the month.  If you read that post, you'll see how you can hang onto your widget descendants even after a specific campaign has ended.