Video on the Internet has been viewed by many as the modern day Eldorado. The landscape is full of entrepreneurs with different flavors of the same basic rich-quick schemes. I ran into a no nonsense description of how to take on the big boys in the easy to kick off, but hard to master business environment of the Internet media. In the end it all comes down to creating value or facing a very fast extinction. The cruel business dynamics of online content services are such that success can only be achieved by continuously delivering.