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On a more serious note - as the biggies start to get more involved in this field you guys that run the smaller enterprises will get a hard time. I do see a trend coming although it's still somewhat rare for a major portal to do this, and even more rare for big media, but they will do it at some point.
Classic example of no person who is qualified to do the job should do it. Either create tens of millions of dollars of value for a insignificant salary, or make millions yourself doing it yourself. Duh.