Move over, Brangelina, Amandrew are taking over.

There was a day when the phrase "Web celebrity" was rather an oxymoron. Now with the Webby awards starting to outshine the Emmys for glitterati in attendance it should probably come as no surprise that the echoes of the breakup of Amanda Congdon and Andrew Baron's joint work for Rocketboom is becoming the cause celebre in all forms of media. Congdon was quick to start spinning her position on cable news and in print and online press (CNET News interview) as well as her own weblog, but in the meanwhile Baron went back to work and relaunched Rocketboom with a new anchor host Joanne Colon, who interestingly - bizarrely? - looks a heck of a lot like Congdon but with a distinct British accent and outlook. Colon already is priming her weblog to build community. Her first effort was not terrible and sets the stage for Baron to establish just where the mix of talent and personality lay in the 1.0 version of Rocketboom. In the meantime Rocketboom's 2.0 traffic has comfortably doubled in Alexa rankings, giving Baron and Colon a cushion of goodwill to exploit in tuning an established formula. Number of video weblogs from Amanda since the breakup? 0.

In the meantime the supposedly edgy blogosphere was downright goo-goo with best wishes to both in the face of this limelight-generating event. John Battelle posted a brief "I wish them both well" piece that is typical of the fence-sitting, while Jeff Jarvis onpassed a gossipy email from VH1 Executive Producer Fred Graver about his lunch with Colon and Congdon last year and a few tidbits of well-seasoned advice to both. In a world driven by personal links as much as hyperlinks, this catty little coffee klatsch of media buzz is perhaps a bellweather of just how much online media personalities and stories have pushed in to the general consciousness of the public.

Personality magazines have to focus on the least-common-denominator Brangelinas of the world because that's the only shot they have at their instant of value: with Web content built around highly loyal communities attached to oftentimes quirky personalities these blips of link-generating interest are harvested for what they're worth but the real story is in how the community builds organically through time. Watch this little soap opera not so much for the actual content but for lessons in how online communities built around user-generated content evolve from cultish phenomena into properties of more major interest.