Maybe I'm a little late to the party on this one, but, "Inspired Bicycles" is an amazing example of what brands can do as creators of entertainment that can go viral. Put the money into the idea, rather than the media and reap the rewards. Brands are now the content creator and media channel, if they so choose.

This video by Jesse Thomas provides the most recent stats on the internet. Enjoy.

A lot of people don't understand the power of links and, more importantly, how to do it. This is a pretty good explanation.