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An Internet brand putting funny videos online: that's nothing new.
"The competitive intensity has definitely risen in the big internet brand names," says Mr Andreessen.
"There's no question that AOL is a stronger Internet brand than MSN.
"But we thought we could take Skype, a great Internet brand, and turn it into an ubiquitous communications platform".
But AOL is paying a hefty price to get its hands on an internet brand with real clout.
This online coming-out is the first step in a daunting, and economically discouraging, transformation: from a member of a large institution to a would-be Internet "brand".
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But analysts remain skeptical of Internet brands' profitability.
Perhaps, too, rivals from the physical world will not easily push aside Internet brands.
Not quite; but the next lot of Internet brands are unlikely to come from content.
In a statement, Internet Brands in turn questioned the motives of the Wikimedia Foundation.
In Internet branding campaigns, in all branding campaigns, the most important issue is recall.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com