Very few of us would want to play a sport where the rules changed in the middle of the game or where the rules were eliminated altogether. We like to know where the goals are, where the out-of-bounds lines are drawn and what's permissable and not permissable.

And yet, in the world of media today, that's pretty much the world in which we live. Journalists, writers, bloggers, authors and multi-media producers are all in a unique position to share or sell their ideas to virtually anyone at any time.