If you have managed to avoid the countless column inches devoted to it, server push is the means whereby information gatherers push content out to subscribers, rather than waiting for them to visit. A number of large newscasters are interested in the concept which dominates development discussion at major trade shows. The service has its attractions but is of limited value to users who aren't online all the time, and subscribers often report dissatisfaction with the level of useless information that travels in with key items. Like the lazy man's load, information overload can be the result of this bid to cut on browsing time. Given the hype, it is reasonable to assume that there is strong vested interest in pushing push.
Pushers can offer guarantees on circulation and usage statistics.
This in turn makes their services attractive to advertisers and content generators, who will pay willingly to be carried by the service. There is also a potential market for paid subscription to push services, particularly in specialist categories. So, for commercial information providers push offers a pathway to guaranteed circulation which has, until now, been lacking on the internet. This is what the marketing wizards and the admen want - to revert to what some might regard as outmoded marketing classifications. Of, perhaps, greater concern is the appeal of push to the media moghuls.