The whole “search” phenomenon—led by Google and Yahoo—has demonstrated the power of new tools to “disintermediate” us and “reaggregate” our audiences around search results.
The rise of Really Simple Syndication, or RSS, is another example of moving “atomized” content to the desktop in headline form, thus frustrating our expensive attempts to bottle it up or dress it up on fancy homepages.
The implications for content providers are enormous. You cannot control the “containers” anymore. You have to let the content flow where the users want it to go, and attach your brand—and maybe advertising and e-commerce—to those free-flowing “atoms.”