inatio…s not a product to be consumed. For them, content is a social token that feeds their conversations. That is, when my daughter sends her friend a video, she is not recommending this as content her friend should stop and consume. Rather, she is using this media to say something about her or her friend or their relationship. She is saying about a video: “This speaks for me.” Or: “I get the joke.” If we follow this notion to its logical conclusion, content is no longer a product or a destination — and perhaps no longer a brand — but merely a cog in someone else’s conversation.