It's a phenomenal platform. Remember why TV became so powerful? It's direct access to people's minds. It's like a TV that has a billion TV shows all playing at once, and you can either ask it for what you want, or go Gruen Effect (glazed-over eyes, ready to buy, very impressionable) and watch what they give you.

They've become very popular. They have access to millions upon millions of minds worldwide, who can potentially react to their content instantly.

Imagine watching a regular TV, except you see something awesome and you can email it to everyone you know with a touch of a button, buy it with the touch of a button, and relay the message to the world at large. Oh, and it's not bad for businesses either. It'll be a cheap, instant, ultra-targeted (like TV could NEVER be), and feedback-laden.

It's a TV station with no actors, presenters, anchors or camera operators, and many millions of viewers. It's a marketing machine if I ever saw one, with the added benefit that it has 100% ratings sampling (no ratings coming in from a selected group of people around the country to ESTIMATE the ratings - you get ACTUAL numbers of people watching, average watch times, average exit point, etc. If you are youtube, you can even SELL data like this. Whoa.)

At the end of the day, HDD space is getting cheaper per petabyte, legal issues are intermittent (it's free sampling of products, free promotion, and a few test cases will establish some sort of industry standards), and bandwidth will become very large and cheap as this gets bigger.