Maybe you saw in today's New York Post that blog entrepreneur and Engadget founder Peter Rojas is going to start a label that offer free, ad- and sponsorship-supported music through its website. Details are scant. One source called it a "curated YouTube or MySpace for music with an editorially driven filter." I couldn't tell you what an editorially driven filter is...turning the word editorial into an adverb just heightens my confusion, frankly.

For quite a while, it seemed only the technorati wanted to go down this path. (Although artist websites are getting quite a few ads these days. Daughtry's official site has more ads than MSN.com.) It's time for somebody to take a good shot at this kind of value proposition, and it makes sense to come out of this camp. Some of the tech community's most visible entities and personalities have insisted this model is a good idea.