Constituo, ergo sum. An interesting formulation that may well represent a new rationalism for the digital age. But for the moment, let’s not put Descartes before the horse. Let’s just get the measure of a phenomenon in progress – because Google has recently bet the equivalent of 257 Mervyns stores that the rise of video-sharing is more than just the latest rage. To YouTube’s new owners, “Numa Numa” represents nothing less than cultural, sociological, and economic transformation – including, but not limited to, a reallocation of the $67 billion that advertisers spent on TV in the US last year.

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