Zipwhip's service means customers of the upscale San Francisco dining spot Marlowe can now use the fast and easy format they prefer to communicate with the restaurant.

ENGADGET: Zipwhip endows existing landlines with the ability to send and receive texts

Smart cards are spreading fast largely due to their familiar format.

CNN: ASIANOW - Asiaweek

Brad Anderson's "Next Stop Wonderland, " which is getting a split decision from yours truly (half a thumb up, if you crave an ill-defined generalization), is cute, no doubt about it, but in annoying ways that are fast becoming the calling card of the format.

CNN: Review: 'Next Stop Wonderland' not much of a destination

With iFrame, the video recorded in the camera is in the same format that will be used for editing, which means that importing video is fast and file sizes are small.

ENGADGET: Sanyo unleashes two iFrame compatible Dual HD camcorders

Its format mandates conciseness, and conciseness tends to be a good thing when broadcasting information about a fast-moving story.

FORBES: Feature creep at Facebook