Don't be afraid Mr Arrington

"What really scares me?” asks Michael Arrington (techcrunch). "It’s the rise of fast food content that will surely, over time, destroy operations that hand craft their content today.

Indeed, companies like Demand Media and have now made it to the list of top 20 properties by creating content on a mass scale and optimizing it based on what's hot on the search engines. With all the fast food content that is being created + optimized for search, how can your brand break through the clutter?

To make things even worse, Bing + Google offer us a lot of this content without even leaving the search engine. How can your site compete with the immediacy and credibility of the content that shows up instantly from the search engine itself?

The reality is that you can optimize + monetize the crap out of it, killing most of the boring, uninspiring players in the process. But the smart, creative players will find a way to survive. Disruption is not just about scale. It’s also about ideas.