Google's announcement of its video store speeds the break down of traditional media formats, of few providers; to a world of consumer created content, many providers and much competition. It highlights Google's leadership role in technology areas and lets them reach into new arenas. It gives them new prominence. Some see problems. It may have a slow start.

And certainly, Google employing Digital Rights Management breaks the spirit of do no evil. But. Just being in the field pushes everyone. Remember the ipod had a slow start, maybe  a million sales in its first quarter. Now it has spawned a revolution.

We don't know where this will lead or what shape the new media landscape will finally take. We know that Google has just totally jump started the race into this future. Others are there. So huge is change is at hand.

For Google, it shows off that the smartest minds in business can make everything possible.

So we all await their next announcement and next field of interest because Google move the goalposts every week in a new and exciting way.