Jeff Jarvis writes about the impact:
The leveling that the internet and Google enable is what makes it possible for a mere blogger to swim alongside Big Old Media.
But in that process, lets note that the unique identities, brands, qualifications, interests, relationships, and values we have as publishers, citizens, users, or marketers the very values the internet enables! are lost. Were commodified.
The real conclusion one should come to with this is that we are presented with new opportunities to find new definitions of brands and new ways to bring them to the surface and highlight them and find value in them.
I believe, for example, that there will be a need to put together trusted networks of distributed content for advertising.