There were some interesting ideas in that discussion ... I think powering up (as individuals) is part of the same principle. The value of the content is about attracting and engaging other people, not everyone is a blogger in the writing sense, some people just want to share small things - gardening, crafts, baking - with other people who will enjoy them; but I think the purpose (or value) of this is about wider distribution of the coin and the new affordances that creates.