Esther Dyson in Release 4.0: "Who owns the brand name? who takes the risk of owning the products? Does the reseller work on commission or does it actually take title to the goods or pay for the service upfront? "

These are great questions, and they're exactly the sort of questions that 'Internet lawyers' (hey, that's me) grapple with all the time in putting together licensing, contracting, and new business deals. Nice to see someone else take a sharp interest in the same sorts of things.