Henry Jenkins dissects the SoaP buzz with aplomb. "We are at a transitional moment: web communities are capable of generating strong support for niche products but they still can't compete with the mass market success generated from broadcast media. We need to learn to be more adept at thinking about the relations between the two." This is so right. It's time for mainstream media to realise that the way to ensure its future is reaching out to the edge. And the edge should realise that it's time to reach back.