The first time I ever heard the word “content” used in its current context, I un-derstood that all my artist friends and I—henceforth, “content providers”—were essentially extinct. This contemptuous coinage is predicated on the assumption that it’s the delivery system that matters, relegating what used to be called “art”—writing, music, film, photography, illustration—to the status of filler, stuff to stick between banner ads. (9