Any way you slice it, a golden age of video is upon us. Faster mobile networks, lower production costs and a thirst for TV ad dollars are driving both video supply and demand.

But the euphoria is covering up an important point: Video is a tremendous medium for occupying time, aka serving the “boredom” market. But it is a terrible medium for both consuming and creating information. So businesses in the latter category, aka every news organization that is bulking up its video team, should proceed carefully.