The use of the technology in viral media spread evolves so quickly that the traditional record companies have to make very quick decisions on a market which changes so rapidly as to make past experience a dubious guide.

It’s a tough dilemma, which requires solution if the record industry is to avoid complete marginalization, as I do not think that consumer demand for flexible media which can be shared will abate.

At the other end, though, those who favor a parlor music explosion of music shared can only reap the benefits, as this new music is almost by definition fully embeddable and easy to share.