Zapier is a very cool tool, although it tends to be more for point to point data push.. tray.io is actually aiming for the situations where you need to do something a bit more complex than point to point..

This video is a good example of the sort of thing you could do http://quick.as/1wywu5nj

Um...they were. Quote from the article:

"And as such, it is not without competition, with much larger companies like Mulesoft also making some big strides in providing platforms to connect APIs and others like Tibco, as well as smaller startups like YC alum Zapier. Tray.io claims to be easier to use and less expensive than the rest."

underyx was right above — the Zapier reference was added post-publishing