by not having "contol" of brand maybe we become better brands rather than better at spin.

This is an interesting. I like the riff on transparency and the clash that transparency will inspire us to be better as reviewers, readers and brands.  This transparency vs. control and history and trends vs. spin is interesting. 

Echo Creator Khris Loux on the Ties That Bind the Real-Time Web from ReadWriteWeb on Vimeo.