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There's a story on Mashable about a new iPhone app called FastMall that provides maps of malls and even lets people check in, a la Foursquare. As Christina points out, this might be useful if it can scale into other location-based locations, such as amusement parks. That being said, the research I've seen around travel says that people want to have unique and customized experiences like stumbling across a wonderful boutique or restaurant without a map - something that the homogenous mall and iPhone apps can't provide. I'm not suggesting this app will fail (the name implies it is focused on malls only), however it does seem to be quite misguided. Here's why.