There’s one major reason that media companies don’t play well with RSS: it’s a pull technology, while media is a world of push. With RSS, the user is the one making all the decisions. This is chaos to those used to control, which is why the concept is counterintuitive to mass media. This is an inertia barrier that we simply must get past, because RSS will take us forward into the world of unbundled media. while refusing simply holds us back.