It's hard to believe that a decade has passed since Yahoo! first appeared on the then-young World Wide Web with its easy-to-use search interface and friendly but simple appearance, but as Emory University's Managing Technology site reminds us, the garage operation started by a couple of Stanford University students is now a billion-dollar public corporation that has succeeded in reinventing itself several times to retain its overall dominance of the public Web. We could wax sentimentally in any number of directions on the Yahoo! phenomenon, but its most significant contribution was to shatter the concept that valuable and interesting electronic content was expensive and hard to find. All of a sudden the carefully constructed subscription services of major aggregators and service providers were confronted with a tool that made finding a world of information and experiences alarmingly easy, a fact that was easily absorbed by average Joes and portfolio managers alike. Ten years after Yahoo!'s debut AOL has been dropped from the name of its Time Warner parent and is retreating from the content production business. Publishing has been changed fundamentally by the incredible ease with which content can now be located, assembled and accessed, an ease which continues to question many of the basic assumptions on which the publishing industry bases its business models. We have moved rapidly from an era in which traditional publishers and aggregators were the leaders in content technology to an era in which technologists and marketers like Yahoo! have pushed multiple layers of value on top of the traditional publishing model, layers which represent the future of publishing . In another ten years will there be a Time Warner or a Factiva or a Reed Elsevier at all? Stranger things have happened, and stranger things may yet happen.