Great Op-Ed in AdAge on disintermediation by John Battelle. Bloggers are the new middlemen. The thing that really resonated with me in this story is the notion that content is being trumped by intent. I now search. Search overrules any predispositions I might have had based on content.
"If content is not found when intent is declared, well, you lose." Search engine optimization and search skills will become hallmarks of great communicators going forward.