Actually, what I find fascinating is the phenomenon of user-generated content itself. Helium, a startup with no marketing to speak of, generated in its first three months 10,000 hits per week from people who just want to be heard.

What is driving people to do this? Is it a pent-up urge that has festered for decades that only now can be satisfied thanks to the Web? If this opportunity for an audience had been presented to the general public 50 years ago, would it have been ignored?

The psychology is very interesting.

Whatever the reason, the facts speak louder than any debate. Drop some sugar on the floor and the ants will come -- in this case followed very quickly by the advertisers.