"Even now, businesses that were initially reluctantly evaluating RSS are beginning to realize the power and benefit of the RSS information avenue. The inherent capacity for consumers to select the content they wish to receive will be the driving mechanism for keeping advertisements to a minimum and content quality consistent.
... Consumer expectation will drive businesses that are slow to adopt. Ultimately, RSS will be a standard, like email addresses and websites are now a "must" for businesses. RSS feeds will join their ranks."