Rushkoff, author and pop culture guru, began with a meditation on content and its medium. It used to be that bubble gum makers included a single baseball card in their packs to make them sell better. Gradually this shifted to a pack of baseball cards with a single stick of gum. Now we have baseball cards without the gum. Rushkoff's point was two-fold.
All media is content, and all content is just a medium.
The medium is the excuse. In a world of global communications, explained Rushkoff, content becomes the medium of exchange. Rushkoff then cast Who Wants to Be A Millionaire phenomenon in the paradigm he had constructed. Because everybody watches it together. The winner is the champion of social currency, and we give him a million dollars.