I like this statement and I agree: "People worry too much about infinite scalability. I think artificial caps create value." I think a number of newsrooms have played with this idea and the results aren't in. And as to the comment about sponsored content and tomatoes, The FTC  plans to re-revise their Disclosure Guidelines soon — and the Edelman 2012 Trust Barometer Report says "While traditional media sources are the most trusted, the diversification of trusted media sources continues." New services available to brands seeking to create awareness online while honoring the FTC guidelines will make it clear which content is sponsored and which is not. You can read about the FTC guidelines and one solution I wrote about here.  http://www.sallyduros.com/archives/1387