Is syndication winning mindshare in the C-suite?

With the news that the WSJ is going to offer RSS feeds (via Constantin and Dave Winer), will CEOs, COOs, CMOs, and CFOs turn their attention to new communication tools? Paul Kedrosky's short trend piece on syndication in the June Harvard Business Review may help pique their interest. (sub. req.)

While syndication feeds may be a novelty right now, they're proliferating fast, and customers will soon expect them of every company. I predict that within two years, not having a feed for your corporate news will be analogous to not having a Web site. It will makr you as unresponsive and retrograde. And if by then you're not aggressively tapping feeds yourself, you'll find that you're a step behind your more aware customers, suppliers, investors and competitors.