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A stupid question maybe about the implementation: why would the markup not just be like in twitter: a simple @ or a simple #, instead of 2?
Not at all. I wanted to keep in line with the other markup. Having two +'s for bold or * for italics, but one @ for a shout-out seemed unbalanced. (And one plus for bold would lead to unintended bold type, I think.) Also, we aren't limited in characters, and two @'s seems so deliberate.
I guess I am taking a markup stance more than a messaging one. I did debate it though. A good argument can be made for both.