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Flickr co-founder presses beta button

Caterina Fake's new start-up went into the beta test phase Friday. It's called Hunch, that's right, Hunch. So what does it do? Read on.

Once you're lucky, twice you're good? So went the title of a recent book about Web 2.0 entrepreneurs. Pretty soon, we may have an idea whether it applies to Caterina Fake.

Fake, the co-founder of Flickr, announced on her blog Friday afternoon that her new start-up, Hunch, is sending out invitations to try the service, now in beta test.

What is it? I'll hand the reins over to Fake and let her explain:

Look. Decision-making is difficult, and decisions have to be made constantly. What should I be for Halloween? Do I need a Porsche? Does my hipster facial hair make me look stupid? Is Phoenix a good place to retire? Whom should I vote for? What toe ring should I buy?

It's dark and lonely work. Coin-flipping, I Ching consultation, closing your eyes and jumping, postponing the inevitable, Rock-Paper-Scissors, and asking your sister are all time-honored means of coming to a decision--and yet we think there's room for one more: Hunch.

Hunch is a decision-making site, customized for you. Which means Hunch gets to know you, then asks you 10 questions about a topic (usually fewer!), and provides a result--a hunch, if you will. It gives you results it wouldn't give other people.

Will it fly? Who knows, but in the midst of this miserable economic depression, there probably are lots of people out there who feel as if they don't have a clue anymore.