Kevin Rose, the founder of Digg, has pulled the plug on Oink, the first app from his new company, Milk.

"Oink was our first test and, in preparing to move onto the next project, we've decided to shut it down to help focus our efforts," reads a post on Oink.com.

A mobile app designed to let users rate things inside of places — such as the type of ice cream in a dessert shop — Oink went live on iTunes last November. Rose told a crowd at Le Web in December that the app had been downloaded 150,000 times. Neither Rose nor any reps from Milk could be reached for comment.

The post gave no reason for the decision. Oink vied with Stamped, another "recommendations engine" that lets users track, share and compare things they like.

Rose formed Milk last April, just weeks after quitting Digg. Milk, which is housed in San Francisco's Mission District, is billed as an incubator for mobile web ideas.

Rose, who co-founded Digg in 2004, was featured on the cover of Business Week two years later with the headline, "How This Kid Made $60 Million in 18 Months." Though Google was reported to have offered $200 million for Digg, the deal never came to pass.

Since then, Digg has been in decline and rival Reddit gets double Digg's traffic. Now 35, Rose has kept a relatively low profile since leaving Digg, though he helped Absolut launch a San Francisco-themed iteration of its vodka last June.



