If you haven't noticed, the major search engines have constantly been looking for new and innovating ideas to increase their usefulness (and stickiness).

Just a few weeks ago Google announced that you can now customize the main Google page (very similar to what all the traditional search engines did a few years ago when they became "Portals").

Yahoo has, of course, had this for a while with their My Yahoo!.

Well now, you guess it, MSN is coming out with something similar.

It's basically an online RSS reader and you can access it (the beta version for now) at: http://www.start.com/3/.

It seems that everybody's working hard on adding drag 'n drop to organize the layout of your custom page (very nice interfaces BTW).