MyWay's Yin to iWon's Yang

MyWay is a portal without popups or banners. It focuses on text ads and has a prominent Google logo next to its search field.
Saul Hansell notes that it shares ownership with iWon, which he describes as “perhaps the most garish and crass of all the portals.” It’s notable that these guys also own, once the second largest site on the net, destroyed by its management and VC’s in a fit of distribution/content integration and rich-media madness. MyWay is fallout from the CMGI meltdown.
It’s an interesting concept, but I’d like to see it executed by someone else.