It is characterised by millions of atomised groups that are much too dispersed, and linked by interests far too particular, to be capable of supporting any traditional media life-forms.
Here, you find rarefied species of bloggers and tiny social networks such as Darkness 3 - "a dark place where Goth and alternative news meet for afternoon tea" - with ads by Google. Then there is Not Born Yesterday: a daily satirical romp written by a former boss of mine.
And indeed there are the downright loony, such as Shedworking, described as "the only daily updated guide to the lifestyles of shedworkers and those who work in shed-like atmospheres". Don't you love that - the planner sucks his pencil and says: "Nah, shedworkers is too narrow; it'll never fly. Better broaden the appeal - add shed-like environments."
Here, producers and consumers co-exist in a DIY environment, devoid of focus groups, product development cycles or, frankly, a budget.
Matt Mason, who you can hear at this year's IAB Engage conference in November, has just produced a book called The Pirate's Dilemma, a highly provocative and fascinating read.
In a chapter entitled Punk Capitalism, he argues that it was punk that created this DIY generation - people who have the confidence to produce without a bankroll, and the independence to consume the cheap but authentic.
Johnny Rotten said: "We want to be amateurs" - the defiant rejection of top-down management and conventional expectations. And now that the economics and the technology allow ideas to bubble up from below and out into the world, the amateurs have their day.
So here's a big thought for you. Karl Marx distinguished between the classes on this score: he defined those who owned the means of production as the bourgeoisie, the class who traditionally held control.
So what is happening around us, as control is democratised and seats at the table of power are shared among the millions rather than the privileged handful, is that the philosophical aspirations of one of the great political movements of the world are being fulfilled in arguably the most important theatre of society - the media.
Here, the democracy that Marx aimed to create by political process has been wrought by the empowerment and independence of the individual and powered by technology. Shedworking is more significant than it first appears.