When you think about media business models the last thing that would come into your mind is the desired outcome being unassigned, unknown, and just plain old out in the wind. But this exactly what Steve Ruble believes will happen; media weaving an even tighter connection between those initiating the story and those who are experiencing it to collectively craft the end result. I know, I know… you’ve heard all of this before, well the twist in Steve’ theory is that our devises will autonomously contribute to a pool of collective insights, experiences, and activities that will craft the content. Check out his post and let me know what you think. Is this feasible or more importantly something that society should encourage?