Who owns content creation?

Richard Edelman's 6 A.M. blog has sparked renewed dialogue about how "the previously sharp distinction between paid and earned media has become blurred. Sponsored content, native advertising and long-term aggregation deals are all being discussed." Richard looks at it from the PR man's angle, but he appreciates how the "content" of the brand in the future is going to evolve from a variety of sources -- including the consumers themselves.