One very big mistake that the writer made repeatedly, is in calling all sticky notes, "Post-its".
This mistake is equal to calling all search engines, Google...or all operating systems Windows. As a professional writer for a magazine, he should know better.
Post-it is a trademarked brand name of sticky notes, belonging to the 3M corporation. You can call all Post-its, sticky notes, but you can't call all sticky notes, Post-its.
There is only one Post-it Notes in the physical world, and only one in the software world. Both are products of 3M.
And yes, the article did seem as if it was an advertisement for list.it.
And I really don't understand how any kind of digital notes that relies on you having to have a browser open, and Firefox 3 in particular, is supposed to be "started with absolute minimal effort". A simple notes.txt file on your desktop sounds easier & less effort.
My 3M Post-it digital notes are right in my tray, one click and I have one popped up right in front of me to begin typing. Application loads at startup and I don't have to think about it...just use it. And I can use it offline, with my browser closed. This is true with most digital sticky notes applications.
Even Yahoo Notepad is more convenient through their desktop widget, and it has auto-save that stores your notes online in your Yahoo account, accessible from any PC with an internet connection, even if you don't have access to the widget itself (use any browser you want, not locked to FF3).
And more important, you won't have a bunch of students spying on the content of your notes, which to me is both a privacy & security concern with list.it. The whole purpose behind the creation of list.it is for them to gain access to the content of a large quantity of people's notes. It was made specifically to spy on its users. The content of your notes may even be made public* (without your name connected to it, but public, nonetheless) The fact they tell you that they will be spying on you, and that they give you an option to opt out doesn't make it any less spying.*a pdf file of a published paper was found, containing text gathered from the actual notes from users of list.it. Since the project is still open, there is the likelihood of an even longer paper containing even more examples of real note content.