Manufacturing content on a cloud!

My old colleague Bill de hOra takes a great look at some of the issues around the announcement of Knol and the distinction between indexing and originating content. I wonder if some of the motivation derives from the cloud concept. Own the author, own the platform, own the searcher, own the advertiser seems like a powerful motivation to open a content factory, and if you happen to have access to loads of digitized content so much the better, optimized knowledge clusters anyone?