Microsoft wants people to build internet infrastructure that has the ability to feed high definition video to every screen in your house, so we want the incentive to be there for people to build up new networks and we want that network to be something that content from everyone is sort of treated in a reasonably equal way.
The most progressive of the bunch, The New York Times, Huffington Post, Mashable, and BuzzFeed, all understand their product now requires equal parts content, distribution and social discovery, not to mention reader engagement in the media itself.