The next phase for 'The Consumer Creator'

Interesting snippet of news from the World Economic Forum in Davos today. YouTube, now under new ownership (Google of course) is investigating ways of introducing a mechanism to pay users for uploading videos.
YouTube founder Chad Hurley told the BBC that his team was working on a revenue-sharing mechanism that was intended to "reward creativity".
Users will only be paid if they are the copyright owners of the content but without doubt this will mark the next phase of User Generated Content or Consumer Generated Media as it's increasingly being called. Forgetting the jargon for a bit, this could be a very significant development as not only could this spark the creation of a new cottage industry but it's yet another step in the shifting of power from content owners to consumer control. Brands frequently want to piggyback on the power of YouTube but at it's most powerful, YouTube is the ultimate consumer media. Adding revenue streams will cement its dominance and pose yet more problems for both brand owners and broadcasters.