Last night watching the NBA on TNT, new commercials for the YouTube comedy fest. The production was distinctly not YouTube. It was professional in every way. Nothing amateur about it. Google is now MSM. All that talk about Burning Man is sleight of hand. That guy has as much in common with you and me as Rupert Murdoch does.

It's not just Google, Twitter is also MSM. Facebook? Eh. Their presence on TV is mostly in URLs at the bottom of other peoples' ads. Their commercials are amateurish, awful imitations of other tech company commercials. Not to say they're the only ones with awful commercials, but theirs are awful in their amateurishness.

A blog post on Forbes suggests that Google is going to bring RSS back in a MSM-type way. You'll be able to follow Blogger blogs in Google Plus. Maybe they'll make a deal with Automattic and Tumblr to make it possible to follow their blogs too. Me and you? Well we can be followed, but only if we use one of the silos. We have to be locked in someone's trunk to participate.

The web is going to play the same role to all this crazy locked up stuff that it played to MSM in the 90s. We're going to be the oddballs. The ones with amateurish sites. We'll be the artisans, the local farmers of ideas. The ones that lack polish but speak from our experience. We'll do what Bulworth so famously did. I don't have access, and I don't want it. I'd much prefer to hear from other people who don't have access and don't want it.

The web keeps moving. If your attention has shifted and you can't see that, that's not the same thing as the web being lost. Maybe you got lost? :-)