As the world of publishing changes, so too, does the way we create containers for content. It used to be enough to have paper and ink. Now we have a virtual world where mere replication is the business recipe of the day, but the real, inherent, power of original content is that it cannot really be contained because it is always transmogrifying into multiple, redistributable forms depending upon end user need and desire. Content isn’t king. How the end user changes the content container is king.