To better understand how RSS is changing the way companies and individuals deliver and consume content on the macro scale, let us first remember how content is traditionally delivered and consumed.

People subscribe to e-mail newsletters or e-mail update services to get content delivered directly to their inboxes. It's (or better yet, was) convenient, easy and simple.

But, in order to get content delivered to their inboxes, they must first reveal their e-mail addresses, which are basically ID numbers that allow anyone who knows them to send whatever they like to these ID numbers.

In a perfect world people would only receive the content that they requested and only from the people that they wanted to hear from --> the people that can provide them with relevant information, specific to their interests and current situation.

But this is not a perfect world.

Since the