This essay by Rory O'Connor provides an important perspective on the future of media, in particular with some insights on the question of trust. I think the trust and credibility issue is really central to understand for the future of our information world - and particularly the future of scientific publishing where my interests lie. Rather than looking into who actually wrote something they read, people online have come to trust based on how they reach the information - via search engines, or through their social networks, for example. This article mentions the concept of "'credibility heuristics' -- a kind of information Verisign" - up to now, media "brand" (the names of major newspapers, TV networks, etc) has been a central shortcut for many people's perspective on the world - they knew they could trust certain brands to mostly provide them with important, reliable information.