Juan Perez of Personify Design (http://www.personifydesign.com/) recently showed me some cool demos about how they are using the notion of OBA to simplify software development. It's interesting to see OBAs being used in so many different contexts. Here's my brief video chat with Juan. You can learn more about the OBAs mentioned via their site http://www.personifydesign.com/

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Video: JuanPerez