Next up in the series: How Walgreens and Honest Tea cut through the clutter with web-enabled experiences that create deep engagement with customers of the brand.
The Internet was supposed to be about the long tail: In 2004 Wired editor Chris Anderson wrote a seminal article describing how theWeb would create limitless choice and revive interest in deep reaches of music, book and video archives.
All this competition will ensure that home-grown sites keep innovating - while thedeep pockets of both YouTube and MySpace will mean more choice for web-surfers.