There's a discussion going on on one of Dave Winer's sites about Robert Scoble's recent lament about a Microsoft marketing employee who had completely missed the point about RSS syndication. It's a no brainer, as far as I'm concerned:

I don't see the problem here. If a site doesn't have an RSS feed, I probably will never visit it again. Period. If it has, and it interests me, I will add its feed to my aggregator. I track about a hundred sites with varying degrees of enthusiasm (and precisely which hundred changes over time). Some are straight news sites, some are informative, some educational, some opinionated, and so on. I don't read everything: my aggregator allows me to cherry pick (so for goodness sake make your headlines seductive). When I need to know something that my RSS network hasn't told me, I try Google. That's surfing, as far as I'm concerned. Perhaps you think I don't count, but can you really afford to take the risk?