CBS is looking at it in the most practical light. Here's a quote from their President of Digital Quincy Smith
Quote:
Embedding and sharing: “We’re very open to the consideration. It’s crazy not to allow the audience to embed ... for now, they can embed across all of their networks.” One issue now: how do you take content from one and embed it elsewhere while give full credit? Another—the advertiser has to be ok with it. He stressed that each partner is different has to be considered that way, adding, “This is not a collection of commoditized assets.”
Coming next: Smith: “We’re working hard on everything—JV, Yahoo, YouTube, you name it. We have to be and, by the way, they should, too. You know this new world—it’s partner. It’s embrace and extend, not hose the other guy.”
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Link here
The idea of Web 2.0 is how do you get the most eyeballs possible and make money at the same time.
Honestly adult has been ahead of the game there for quite a while if you think about it.