Scoble makes a point about feeds, but it's really a much bigger point - customers have a lot more control over sales situations than they used to. Subscribing to a feed is just an example of this: the writer is selling his content, and the customer gets to decide whether it's worth buying. For a lot of us, partial content just isn't:

I really try to avoid non-full-text feeds. I deleted many feeds I like that aren’t full text (like Shelley Powers’ feed, Chris Pirillo’s feeds, and Jeffrey Zeldman’s feeds — all of which I deleted from my daily reading). Why? Because there are so many great feeds out there that I just don’t have time for people who don’t treat me the way I want to be treated.

See I use NewsGator. It only shows me headlines in one pane and the content in another pane. So I can scan feeds very quickly — even though they are full-text feeds.

The same thing is true of selling in general though. When a consumer walks into a store, he's a lot less likely to be swayed toward the commission heavy choice than he used to be. The internet provides a rich source of information, allowing him to walk into the store much more fully armed with data than he used to be. Twenty years ago? Unless you were seriously into a hobby (i.e., subscribed to the right set of niche publications), then you were at the mercy of the sales staff. Now? Not so much. Decent information is a few searches away.

An awful lot of companies (and writers on the web, for that matter) don't fully get that yet. They still see themselves as holding the trump cards, and think that people have to come to them. The truth is, they don't. Not anymore.