The addition of feeds was means of retaining users for extended session lengths, thus potentially helping the user build a relationship with the services and interface itself.  To simplify the interface, company had identified a two-pronged approach, with Search being the primary function and Browsing as secondary, driving the first. Statistics and   quickly showed that users thought the Browse label was actionable like Search. The 'Feed Picker' stayed but the label had to go.

Shortlists, as a way of saving products to comprehensive lists and reviewing them later were also designer, giving the user a sense of ownership over their data.  Since the short-term goal was to raise MAU, Feeds development took precedence given their past success.