So YouTube sells to Google for $1.65 billion, not bad work for a start-up that's only been going 10 minutes. The venture capitalists must be rubbing their hands in glee. To be fair, it's no less than YouTube deserved. Over the past year or so it's proved to be a massive source of inspiration, creation and - yes entertainment - to all of us here in Shiny towers.

But I can't help thinking that it might be all down hill from here for the revolutionary online video service. Yes, the name YouTube may survive (though personally I quite like GooTube as an alternative), but I can't imagine that all copyright owners will be so lenient on their content appearing gratis on YouTube now that it's owned by a much larger, and wealthier, organisation rather than a relatively small private company.

Of course the big challenge for Google is how to make money from YouTube (by the way where does this leave its own Google Video service?) Sure there's Google Adsense, but how exactly will these ads work out the context of the video - I suppose it will have to rely on the category tags?

Amazingly, when we talk to some advertisers they still tell us that they don't want to be associated with user generated content, beacuse of the perceived lack of editorial control. However there's only so long they can stick their head in the sand on this one.

You Tube has consistently been in the Top 5 of the world's most trafficked websites over the past six months or so. And where viewers go advertisers are sure to follow. Which I think in someways is a bit of a shame. But then with hosting costs for YouTube running into millions of dollars each month, it needs to get the money from somewhere if it's to remain the internet phenomenon it is at present.