dug 
What a beautifully succinct way of expressing quite a complex system :-)
Wow, and an interesting business model too… Or interesting way of expressing the business model. I can imagine how this could be the beginning of a fair split of value in a post-IP world (as long as everybody knows what everybody else is in it for that could work…)
It’s also a nice, scalable way to express the fruitful partnership between state-run monopoly and tiny creative shop (imagine if Orange and Shozu had decided to divvy things up like this, some beautiful experiences might have come out of it)
From the mashery site:
An API can unlock new distribution channels for your content and services. But creating an API is only the first step. Achieving long-term success requires management tools, security controls, built-in scalability, and community support.