Technorati just announced that they are offering a number of new services under the name "Technorati Favorites."  The features look like various uses of RSS, most notably a web based feed reader with private and public facing pages.  Included is the ability to resyndicate feeds in HTML, search inside subscribed feeds only, import, export etc. 

What's new here?  The letters R-S-S are hardly mentioned.  Could this be the iteration that gets over the intimidation and usability hurdles that have slowed widespread adoption of RSS?  Is it another move of Technorati's to brand a basic function of the web in the minds of new users (ala "Technorati Tags")?
Time will tell.  MyYahoo has had huge success with users subscribing to feeds without having any idea there was a three letter acronym involved.   Bloglines is rocking the feed-o-sphere in large part because of its friendly interface and despite having less functionality than other web based RSS readers.  Technorati's newest move may be a great one for users and for RSS.  It doesn't appear to sacrifice functionality for usability.  That's the kind of adoption-kicker the web could use, as opposed to whatever Microsoft ends up doing with feeds.

This roll out includes a celebrity angle, "check out Ariana Huffington's favorite blogs..."  Nice.

The strange parts?  You can only subscribe to 50 feeds and the service doesn't use the proposed standard feed icon, but instead this: