Personalized Aggregation

At a Yahoo! briefing on Personalization and syndication this week, I had three questions:

1. After the most likely true claim of being the largest, how many aggregator users do they actually have?
2. Given how user testing shows that when people click on an orange RSS button they think their browser is broken, how can we get to a single subscription button for people who don't use My Yahoo?
3. More critically, why doesn't personalization have social discovery available in other Yahoo! silos, or how do we get from personalization to socialization?

Follow that link for a rant on personalization in general.