I got my periodic spam from UCLA's Anderson School of Management (where I got my MBA) today. It turns out they have discovered RSS...but don't entirely understand what they've discovered:
What is RSS?
Receive real-time alumni event notification with RSS. Subscribe to the UCLA Anderson RSS feed, and you will receive an e-mail including a headline and a small amount of text when our update is sent out. <more>
(bolding is mine...)
To be fair, if you click on the "more" link, you get some more accurate information about newsreaders and such, and even the mention of blogs. But I'm not sure how many people will click on a link that has more information on getting an email notification that an email has been sent out...
Anderson is traditionally late to the technology party - my first clue should have been their insistence on forcing students in my year (class of '89) to do all work in Ashton Tate's already doomed "Framework II" when the entire world was using Lotus 1-2-3...and, ten years later, when they established an alumni directory, they thought it made sense to let anyone edit anyone else's entry (maybe they were just a bit early in conceiving the mashup of alumni directory and wikipedia...).
So my alma mater's RSS confusion comes as no surprise. But it brings us back to the recurring question - what do those of us who live and breathe in the RSS world have to do to accelerate its acceptance in the mainstream? We know we've come a long way, and that we'll ultimately get there one way or another. But if we can figure out how to accelerate widespread adoption here, the lessons we learn will be applicable in markets like China, where RSS adoption lags. And for those of us in the RSS ecosystem, that will make a huge difference.