Thought it was a rather insightful read, even if it gives new names to old things. It also makes me wonder what the next thing will be to marginalize the internet, just as the internet marginalized the OS.<p>A lot of this strategy hinges on people using google as a default search, and advertisers using it to perform targeted advertising. I think when you see another way that people find out about things they want to use (and pay for), that'll be a time when the tides turn. (saying it now, it sounds obvious)