This idea of con­trol is so baked into the jour­nal­is­tic psy­chol­o­gy that actu­al­ly this artic­u­la­tion, done in a highly-controlled envi­ron­ment with an adver­tis­ing agency, is one which even though it’s not new to the open Web is still very very very new to jour­nal­ism. And what we don’t have at the moment is any­thing like a bal­anc­ing invest­ment in the kinds of things which allow us to par­tic­i­pate in the crowd.