You're going to save time and bandwidth immediately; imagine how long it would take to traverse all those sites just to find the one thing you were looking for!? If you tend to view only the top results for a cursory search, why not just feed you the top results in one easy spot (where you can subsequently subscribe to them)?
It was borne out of several frustrations. If you've ever tried to visit a Web site over a mobile device, you know it's a pain in the knuckle. The domain had to be simple to key-in from anywhere. gada.be is 4232.2233 on most cell phones and/or PSP. Normally, when you want to find something online, you have to choose a Web site (wait for the page to load) enter the query (wait for the second page to load) then see results from that provider. With " gada.be," you insert the query *AS* the subdomain!