Once upon a time claims like “content is king,” or “cash is king” were heard all over the net and in disposable hype-mongers like RedHerring and Fast Company. Everyone was saying this or that was king.

Well, if all the 2.0 stuff has shown us one thing its that people are king. YouTube isn’t about videos. Del.ici.ous isn’t about links. Flickr isn’t about pictures. SourceForge isn’t about code. They are all about the people behind and between the videos, link, pictures, code, etc…

Now this is more than just glib social software. This is more then just squeezing content production for free from users and letting them add ‘friends’ to some list. This is about engaging people’s minds and spirits; energizing thier subjective expression; and openning vast potentialities for interconnection. Actually people aren’t just king, they are king, content, consumers and (most importantly) consumed.

Calling this “peer-production” misunderstands and misrepresents the engine driving the whole thing. We have to get passed “peer-production” and its ironically supply-side mentality. Its not “peer-production”. Its mass self-expression. This isn’t splitting diction. This is a fundamental shift in perspective. Get it or get used to being a has-been.