Steve Rubel is talking about something I predicted back in February. People will not even know that they are using RSS. Here is part of what I said earlier this year. The quote is part of a larger article comparing newspapers integrating RSS with newspapers becoming ISPs in the mid 90's"

For many net users their first introduction to RSS will be via a newspapers 'new subscription service' (RSS to the rest of us). I assume that many of the papers will make some mention of RSS, but for the most part they will come up with a catchy name for their news readers. Users will not even know they are using RSS. Ask a tech novice what ISP they use and you may get a blank stare, ask them what online service they use and you'll get an answer.