What Should YouTube Do?

Marketing genius, Ben McConnell, solicits advice for YouTube. He asks what they should do with their huge lead in online video sharing:
Other than a few content partnerships, YouTube doesn't sell anything. So with all that traffic, what should YouTube do now to cement its position in the world? Become an advertising powerhouse? A video distributor? Sell stuff? Become a software company? Get acquired and if so, by whom?
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~admin