The last decade has seen information technology increase productivity and the measurement of marketing, and this has primarily been a gain in efficiency. I think social technologies trend in the opposite direction by making marketing more powerful, insightful, and satisfying to the target audience. Having the people's affirmation as a lynchpin of success has done wonders for the quality of many marketing program's.
At a recent NY Tech Meetup, I was introduced to Ninjavideo.net and finally had a chance to try it out. While the site seems to be hitting its stride in terms of ad monetization, it's possible all this ad-revenue will be clawed back by a copyright infringement lawsuit. From a usability perspective, the site is great, and THAT is what people want. [side note: consumers (ok, I) will click on nearly anything to get the content we (ok, I) want]. There is literally no telling what the "Ninjavideo.net Helper Applet" is doing after you're done with it.
Conclusion: The site is one a huge missed opportunity for the major media companies and studios- this is where the people are, and they'll watch ninjavideo.net or its successors until they figure out how to serve the audience rather than enslave them.