A few days ago, David Poland posted about Disney’s launch of a Pirates of the Caribbean: At World’s End embed for blogs. In his post, Poland remarks that “This is what you call owning the property and building a viral audience while making it easy for both the aggregators and the consumers. This is the future… studios doing what YouTube does and controlling how things are done as they wish. The consumer is getting an equally good product either way.” I beg to differ. This is actually what you call giving Disney loads of free advertising. If this is really the future, it’s depressing as hell.