You tube was described by David Weinburger in 2009 as a metabusiness.

In the case if youtube it us alway changing , there is no common understanding of what or who it is for , it contains both user generalted and commercial content. It both challenges commercial content and exploits it .

Videos are constantly getting copied , much of the content on youtube is remixed , and remade (see copycat videos ) this can be describes as colllapse of context . Loss of comunity is a part of why you tube works , people crave connection and community . Robert Putnam expressed this as Cultural Inversion .The users of youtube have a want for contradictory values.
Expresssing individualism ,independance, commercialisation whilst valuing community relationship and authenticity.