Buttondown: “Massive tech companies tried to own syndication. They failed. People like to tell the story of how VHS beat Betamax because adult film studios backed VHS. It’s a clutch-your-pearls story that says nothing about why these multi-million-dollar businesses picked one format over the other. The real story is that while Betamax tapes had better resolution and fidelity, VHS was cheaper, offered longer recordings, and, most importantly, was the more open format.  Not many people talk about how or why RSS won the content syndication war because few people are aware that a war ever took place. Everyone was so fixated on the drama over RSS’s competing standards (Atom vs RSS 2.0) that they barely registered the rise and fall of the Information and Content Exchange (ICE) specification, which had been created, funded, and eventually abandoned by Microsoft, Adobe, CNET, and other household names.  ICE was the Betamax to RSS’s VHS. The Information and Content Exchange standard was more advanced, more expensive, less open, and unable to counter the overwhelming number of bloggers who flooded the market with DIY-friendly RSS feeds…

All RSS had to do to weather ICE, Twitter, AI, and whatever comes next, was keep things simple and let users build their own feeds, filters, lists, and aggregators. Like email, it probably won’t make anyone a billion dollars or reshape entire industries. But it will always be wholly yours. And if that isn’t nice I don’t know what is…”