I think this goes back philosophically to the theories of Marshall McLuhan, specifically The Medium is the Message. Take for example, YouTube. And I do me YouT

I think this goes back philosophically to the theories of Marshall McLuhan, specifically The Medium is the Message. Take for example, YouTube. And I do me YouTube, not video. YouTube isn't video. Video doesn't allow annotations (although those are thankfully going away), or referencing other videos, or references to the comments or description. Although some of these things exist on other video services, they're pretty much the defacto standard people think about in relation to YouTube. Their format has changed the way we interact with video. It's almost the ultimate circle come-round from the concepts in Videodrome.