What is it about the word ‘content’ that makes everyone so sick of it? On the one hand it rings of smugness. Undeserved contentment, like that of some super-sized media exec comfortable in the assumption that consumers will lap up whatever they throw at them. Smug like those fond of saying ‘No one ever went bust by underestimating the bad taste of the general public’. And on the other hand it sounds like ‘product': bland and monolithic, stuff you churn out by the batch. Nothing in there that reflects the passion and risk involved in creating something of lasting value, ...