I've been wading through a lot of stuff tonight relating to Windows Live...

The most original take I've read this evening is provided by Robin Good:. Here it is:

"...web-based applications and services will need to be supported by marketing communications strategy that more than ever severes the umbilical chord with traditional corporate, top-down communications and openly welcomes user feedback and participation in all the areas of product development and support. As the tangibility of products, packages and CDs gradually disappears, the web “face” and ability to truly interact with its customers will become the new key pillars of what we call today institutional branding and PR marketing."