"They are all consuming content, following the teams, going to games, it is a social avenue for people - going to pub watch the game, etc. While doing that they are constantly trading opinions and knowledge, up until now lot of that has been in ether. Who actually knows his football, is it the one who is always yapping or the quiet guy, whereas now you can come in to FutNut , make your predictions and see how you rank against everybody else. So now the talking is over and let us see who actually knows their football. " - Alan Loughrey.