Pinned onto the board “places I’d like to go.”

Pinterest began rolling out "one of its most frequently-requested features" yesterday: so-called "secret boards," which let users aspire until their hearts' content without anyone watching--unless of course they're into that sort of thing.

CEO Ben Silbermann, a West Des Moines native, introduced users to the new feature in a email that started with a touching anecdote about the anxieties of fatherhood--and how Pinterest can help, natch.

Secret boards give you a place for things you’re not quite ready to share yet, like a surprise party, special gift ideas, or even planning for a new baby.

The company's blog post offered similarly wholesome suggestions:

You can use secret boards to keep track of holiday gifts, plan a special event, or work on a project you aren’t yet ready to share with the rest of the world. You can keep your secret boards to yourself or invite family and friends to pin with you.

But who are they kidding? They obviously named it "secret" for a reason. E.L. James aficionados, have at it.