Steve Rubel cites a Forrester report which suggests that the 11% adoption rate for RSS may well be the most it will achieve. I think there is a real confusion at the heart of this assertion. We are currently migrating our services to EpiServer and RSS is going to be the transport mechanism at the heart of the platform. Zibb, Reed Business’ b2b search engine uses RSS and a core part of the engine – to great effect on Computer Weekly, our UK IT site. While consumer adoption of RSS in its raw form may well remain low, RSS will be embedded in practically everything we do. Just read my previous post about AppLoop.