Jenna Wortham blogged in the New York Times Sept. 13, 2013: "A few months ago, a mysterious account called “Magic Recs" appeared on Twitter. Magic Recs promises to deliver 'instant, personalized recommendations for users and content via direct message.' Its premise is simple: Twitter users that follow it receive occasional direct messages that highlight new accounts that people in your Twitter network have recently started following. For example, Magic Recs recently sent a message alerting me that several of my friends on Twitter were now following Cabinet, the White House’s Twitter account for its Office of Cabinet Affairs. A few days before that, it let me know that a handful of people had followed Upworthy Spoiler, a parody account of the news aggregation Web site, Upworthy [...] Magic Recs is a clever twist on a solution to one of Twitter’s content dilemmas."