The point behind repackaging, as mentioned in the article, is that you point it at different people. Perhaps an individual contributor reads something on the we

The point behind repackaging, as mentioned in the article, is that you point it at different people. Perhaps an individual contributor reads something on the web, sees that their boss might enjoy or learn from it, and buys the PDF for the boss in order to give them something to read while on the plane. The conferences are probably second exposures for most people, but that's probably ok because the medium is so different -- people will get different things out of an interactive forum than a (relatively) static set of blog posts.