An article in the June 29 Wall Street Journal entitled Cable Takes on Web Video raises an interesting new development. It describes how Comcast has decided to start selling its own video content over the web. This content would be available to anyone on the Internet – even, for example, a subscriber of rival Time-Warner Cable. Huh?! If that’s not cause for a double-take, I don’t know what is.

For as long as there have been pipes, the natural tendency of pipe owners has been to strategically control access at either end in an effort to maximize the pipe’s value. From irrigation canals to radio frequencies, the same fundamental economics are at work. In the digital realm, this usually means that the pipe owners are in the driver’s seat. Much to the chagrin of content owners, the pipes control the customer relationship, allowing them to determine content selection as well as pricing and bundling. Think of network programming and the walled gardens created by services like AOL. In the case of Comcast, providing unique content encourages people to choose their pipes over competing services.

Of course, the Internet set the stage for change. On the Internet, the pipe “ends” now become porous, accessible to anyone who cares to connect. Accordingly, content owners are free to establish direct relationships with customers while the pipe has little or no control.

Naturally, the pipes don’t like this. Witness the ongoing debate over Net Neutrality. But the cat is out of the bag. Given a taste of the open forest, consumers will not accept a walled garden, no matter how well tended. The pipe’s last gasp attempt to retain dominance as they have known it is doomed to fail (if it ever gets off the ground). For Exhibit 1, simply look to Comcast. On the surface, they are acting like any rational content owner would. But Comcast’s move makes it plain that the die is cast. If a major pipe like Comcast feels the need to reach beyond the confines of its own network, it’s a good sign that they see the writing on the wall.

Does that mean that the pipes are just dumb conveyors of content? Not at all. But it does mean that their role will change dramatically. And those that recognize and embrace this role early on will reap the largest rewards. Score one for Comcast.