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Excerpt from San Francisco Chronicle -- "Arun Sundararajan, a New York University business professor who specializes in changes wrought by digital technology, said the new nomenclature makes sense. 'My impression is they don't want to be thought of as a site for generic menial labor, and want to communicate that you can find skilled people on TaskRabbit,' he said. 'The word "rabbit" doesn't conjure up highly skilled workers; it may have hurt them because they're not leveraging the pool of talent they have painstakingly acquired.'"

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