Dave Winer answers Scott Karp's question about Media 2.0: "But what happens if big company brands realize that they no longer need a media middleman to connect with consumers?"
Why do you think they call it media?They're middlemen.
In the future we won't need middlemen.
Why?
Because the Internet disintermediates.
Which is a fancy word for "gets rid of the middlemen."
Or, if you prefer, "gets rid of the media."