Have you noticed that the conversation is no longer just happening "on" the content.
It used to be that you had to have your conversation about an article or a blog post "on" the article. I.e. the place you consumed content was also the place you talked about it. It's kind of like watching a movie and only being able to talk about it while you're in the movie theater. That makes no sense.
Now the conversation is happening where the people are - just like in real life. Blog posts are of course a part of the conversation. But increasingly the conversation is happening at places like Facebook, Twitter and my own favorite, Plum ;-)