I really enjoyed this post and I learned alot about PR and the relationship this domain of expertise has with online content. With regard to... [They appear under the radar, starting with the 'geeks'] Most people assume RSS and Blog tools were developed for geeks (perhaps *by* geeks), but firms like Gartner and Forester and authors like Clayton Christensen (Innovators Solution), have long since determined this is not the case. Early adoption of seemingly nascent technology appeals to people that are first affected by the problems for which the early forms of the technology solve. RSS wasn’t created for geeks – it was created to syndicate information, of which geeks found this concept most compelling first. Not because it was difficult to use, but because geeks need to consume (and be aware of) far more content than average Web users. Average Web users have now begun to feel the pinch of the information tsunami, so they too have started to adopt the use of machines that filter and aggregate what’s important for them. Hence new demands for friendlier concepts that utilize RSS (i.e, OnFolio, SmartStream readers, etc.). Blogs meet the frictionless publishing need; a promise that was handed down from the content management gold rush of the late 90’s. Again, an early market segment composed of people that already had the skills to utilize imperfect and early prototypes. Blogs weren’t designed for geeks – they were designed for friction-free publishing, of which geeks really liked and could benefit from first. [Blogging is not the Next Big Thing. Blogging is, in essence, no different from the "garage" websites that Joe-Train-Collector was creating in the 90s.] Correct - but frictionless syndication is likely a force that will disrupt traditional publishing and communications models. All Aboard the RSS Adoption Train http://www.denniskennedy.com/archives/000462.html RSS: Disruptive Technology Hiding in Plain Sight http://myst-technology.com/mysmartchannels/public/item/12485 Great comments PR Diva. --bf