Amateur content has revolutionized the porn industry ever since Xtube and YouPorn were launched in 2006 to allow anyone with a camcorder to record and share their home-made porn with the world. This author argues that their success and popularity has drawn on their ability to leverage the 'long tail' of the web to cater their offerings to niche consumer groups, and states that if mainstream adult content providers such as Playboy and Penthouse do not adjust their business models to address the need for consumer involvement, they will continue to experience operating losses.