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Let’s say Safeway Food stores offers Kellogg’s an exclusive deal to sell Corn Flakes. The cereal will be removed from the shelves at Giant. Now in order to get them I either have to switch to the Safeway across town for my general shopping, or continue to shop at Giant but make a special trip just to buy Cornflakes.

Which of those things am I going to do?

Neither.

Here’s why: When I go to the grocery store and see that the Corn Flakes are missing, I’ll be disappointed. But hey, look, that spot on the shelf where the Kellogg’s Corn Flakes used to be isn’t empty—something else has taken its place: AnotherCompany brand corn flakes. The box looks different, but they are corn flakes, and they’re less expensive. Turns out they’ve been selling them for years, but I never noticed before. What the heck, I’ll try a box. Beats making a special trip across town to Safeway.

And here’s what I’ll discover: AnotherCompany brand corn flakes are pretty much the same as Kellogg’s Corn Flakes. Maybe the flakes themselves are shaped a little differently, and they taste just a little different, but after a few bowls I really can’t remember what that difference is. And these new corn flakes taste great with strawberries too!

The next time I’m at Giant, I buy another box of the new cornflakes. I am happy, and go on with my life. If I’m at a hotel and they serve Kellogg’s Corn Flakes, I have a bowl. Yep, they’re good, but not good enough to rearrange my life for.

See where we’re going with this? News on the web is beyond plentiful, and most of it is similar. Make it less convenient for me to find your Web site, and I’ll switch to one of the many, many others that are just waiting for the opportunity to win my loyalty. It might not be exactly the same as yours, but after a short adjustment period I’m going to be just as happy. The sad truth is, you’re really not that special.

That would seem like a pretty basic lesson in economics that any executive—especially one as astute as Murdoch—would instinctively get. But he doesn’t. And neither do many of his cohorts.

Next Week: Oprah announces she will come out of retirement if she’s traded to the Minnesota Vikings.

When 1-8 Cleveland played at 1-8 Detroit, the game was blacked out locally, for humanitarian reasons.

Cheerleader of the Week: Lauren Z. of Jersey/B, which rhymes. According to her team bio, Lauren is a dance teacher who likes Broadway shows. Also, according to her team bio, if she could have dinner with any four people from history, she would choose Jesus, Thomas Jefferson, Martin Luther King Jr. and Justin Timberlake.

Do you believe in the Kern Kurse? As noted by reader Diego Arias of Delray Beach, Fla., the Broncos were 6-0 with Brett Kern as their punter, and have gone 0-4 since waiving him. The Titans were 0-6 without Kern, and are 4-0 since claiming him off waivers from Denver.

Sure, we could say to our students, ‘The enamel here has completely eroded and needs to be addressed immediately.’ But what’s more satisfying, what’s more dynamic, is to just let them slowly develop an ‘impression’ of why a patient might be screaming.

Sheffield said that the footage will be drastically cut down and used primarily as B-roll for the planned 90-minute educational film about paper manufacture and production