The proliferation of user-generated-content networks and the success of YouTube/MySpace, makes me think if the 'user' in the content should be owning these things.
What if the next GTube/ Wikipedia/ SecondLife/ WoW/ Digg issues 'shares' or 'stock options' to users contributing content/ presence. This will mirror the value of such a service, splitting 50-50 between content owners and the service/experience providers.
A wouldbe GTube will initially be fully-owned by the creators of the service and as it becomes popular, the ownership will start reflecting the strength of the content and its owners. Also this can nicely complement the current advt-driven revenue model.