No. It's not selling out. It's making a smart, strategic move. I'm talking about the announcement today that Discovery Communications has acquired TreeHugger.com.TreeHugger.com was the little start-up that could. A brilliant, entrepreneurial risk that (finally) paid off. I don't know the details of the contract, but from Graham's statement at TH and the press release in my inbox, I got the impression that TH will maintain control over a lot of the content and will help shape the online community for Planet Green For Discovery it means that they don't have to reinvent the wheel. Like when Google bought You Tube. Google tried video, but they sucked at it. They realized You Tube had a good thing going - and well, if you can't beat 'em....Many media outlets and others who are trying to capitalize on the green wave are having a hard time catching up and making inroads in an increasingly saturated community. The Discovery acquisition of TH will benefit both parties and will create an opportunity for the TH message to move beyond the enviro-niche and onto the masses. After all, isn't that the goal?Will things change at TH? Sure they will. Will everyone like it? Probably not.I say: Congratulations to Graham and the TH team.Read Graham Hill's comment on the acquisition at TreeHugger.com