Remember Metacafe ? That's right, the video entertainment site which got overshadowed by YouTube's phenomenal rise? Well, it's now making a huge gamble on a new product direction and doing so with zero guarantees. The gamble is WikiCafe , a collaborative editing approach for video metadata. To appreciate how important WikiCafe is to Metacafe just take a look at the company's official R&D resource usage: 60% WikiCafe, 30% revenue generating opportunities, 10% everything else. That says it all. I spent a few hours with Eyal Hertzog, the company's co-founder and Chief Creative Officer who walked me through the company's new product vision and the rationale for its big bet on the wiki approach to organizing videos. Hertzog was frustrated that users (he being among them) couldn't just locate "THE" result when searching for a video. His definition of "THE" being a single video result that encompasses all the relevant (and preferably accurate) info, along with multiple language versions, captioning, and so on. The current reality, of course, is that when we perform a search for a video we get back multiple results—sometimes even in the hundreds—from multiple sources, in various languages, with different view counts, fake versions . . .. You all know the drill.