Was Cluetrain clueless about the Digger deviance?

This was inspired by a chat today with Nic Brisbourne, we were talking about lessons from the Great InDiggnation, and we could not recall if Cluetrain manifestly saw this one coming....(we think not, but must admit to only a cursory re-read).

Talk about unforeseen consequences though!

In essence the big lesson is that Social Network customers driving value via their own user generated content own the business strategy to a far larger degree than ever before.

This is all fine and dandy when the Vox Populi is following their Masters' Voices, but gets a tad interesting when they decide to go their own way . As more than one Roman Emperor found out, you rule then only by running fastest at the head of the Mob. Then your role is a forum to provide the mob with its bread and circuses.

Is this really all about censorship, or has the Mob, realising that for e.g. YouTube made a fortune largely on the backs of their efforts, become much more wary now of giving away the collective means of production? (even YouTube is talking about paying as of today...)

Ave, Caesar, morituri te salutamus...NOT!

So is this the lesson to take from Digg - that these companies don't really have control of their own strategy anymore, and their business plans are open for democratic debate and revolt?.

And then what does that imply for medium term governance, and valuations of these businesses as acquisitions?

Is it Caveat Emptor or Carpe Diem?

At any rate, praemonitus pramunitus !