One method AOL used to combat the threat was to focus on how its content was, in fact, a value-added differentiator. For example, AOL asserted that its chat rooms actually provided dynamic content that was unavailable elsewhere. AOL called it dynamic content because it was built with the collective wisdom of its users. Information was gathered and then easily accessed by AOL keywords that let users get to specific facts of the discussion quickly. This gave AOL users access to content unavailable on the Internet at large.
Distance learning offers another opportunity to spin content in a new way.
Already companies are taking training to the Web. For example, Hewlett Packard sells Web-based training for LaserJet and color printing to IT professionals. Some Webmasters have figured out innovative ways to collect money for content. Consider porn sites that give away free content, but charge for access time. In these cases the user isn't aware of the expensive change.