Microsoft just bid big bucks to buy ad company aQuantive. The net of this:
Content is not king. Distribution is not king. Money is king.
Microsoft has tried to go into the content business and the distribution business and has failed at both.
Google went into the advertising business. It has won. So now others are trying to catch up: WPP buying 24/7 and Microsoft buying aQuantive. With Razorfish in its stable, this is also a service company that builds platforms for media companies. The great need now is to enable the commercial infrastructure that supports the activities of this world.