Robert Young writes:
each and every URL should be viewed as a container for content that, in turn, can be distributed and redistributed. And the control of such distribution is increasingly in the hands of consumers, not corporations. For instance, if NBC.com puts up a video on their site and I points to the URL in a blog entry, I have exercised my influence over the distribution of that content. And if my blog post subsequently starts a huge viral redistribution of that URL to millions of other people, my control and influence over the distribution of that NBC video will have been at the expense of all other distribution outlets that are under the control of NBC. Therefore, when one is attempting to analyze the business model potential of Internet-based media, it is critical to understand the power and control any party may have over URLs. Consequently, the total share of the URLs under the control of consumers should also include all the outbound links that are included in the pages authored by users (whether they own the destination URL or not, users are controlling the traffic by posting hyperlinks and directing other users to them).