Technically I think the defining feature of winning emerging media today will be content-addressing over location addressing. So if I had to pick one medium to get on, it might actually be PDFs and epubs on IPFS. One symptom: I asked myself if I had to pick a new core brand name and buy a domain today what would it be. Then I realized that’s the wrong question. If you’re dreaming up domain names as the first order of business you’re already history.