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A startup Web application that blends bookmarking and shopping, Fancy just recently crossed the million-user mark. That's impressive, but Pinterest is about 10 times larger. At their most basic level, both social content-discovery sites have users record stuff they like. On Pinterest, those records take the form of scrapbook-like pinboards with titles like “Products I Love” or “Places I’d Like to Go;” on Fancy they’re lists like “Sports & Outdoors” or “Gadgets” that can then be compiled into a user’s catalog.