BusinessWeek reports consumers, along with businesses such as Apple Computer, Netflix, and Yahoo! are jumping aboard the RSS bandwagon. This passage is by far the surest sign that a new media ecosystem is forming...
While RSS could help media titans sell more ads and keep users loyal, the technology could undermine the giants, too. RSS levels the playing field between upstarts and the established media, since news readers don't distinguish between blogs like Gizmodo, which covers consumer electronics, and publications such as PC Magazine. Some believe RSS could make online media even more fragmented than it is today, setting off a struggle for ad revenue.
