If RSS is a traffic jam, who gets through first?

Peter Caputa’s got a post about RSS and internet advertising that does a good job arguing the point that RSS is empowering new ad models–but he misses the point that Matt McAllister and I are talking about content/information, not advertising, and that RSS can disintermediate content just as surely as search did/does.
Peter says “The very definition of online advertising may be that it is always being intermediated. Until, of course, it is all pay per action.”
–And he offers examples of cool API s that can be tweaked and bundled together into new tools and services, all great stuff.
But Pete–for big publishers-this ain’t about advertising.
It’s about companies that care about metrics like number of subscriber and number of newsstand sales having to rethink everything–from what they’re willing to publish on their web site to the fact that putting up articles on their web site just isn’t enough anymore–now they need to distribute via RSS and onto multiple platforms AND have new revenue models AND figure out where their audience is going–and meet them there (Xbox, anyone?) –and they are going “Wow, so fast!
And it’s not that these guys don’t get it–they do–but think of them as the big Hummers tooling along the roadway, and the emerging tech/social media publishers of the world as the bicycles gliding along.
If RSS is a traffic jam, who gets through first?
And how do those guys in the Hummers cope with that? (We already know how the cyclists are doing.)