I think the vision of the infinitely extendable lecture hall is exactly the one that presents the MOOC as a risk, in a way that wasn't intended in the first uses of the term, I don't think. When media coverage started to talk about celebrity MOOCs with 190,000 enrolled, there were two obvious stakeholders who would take an interest, because 190,000 is the sign that a new kind of educational market might be emerging, that isn't tethered to enrolment or location. So institutions started to say "Should we get into this?" and LMS vendors started to think: "This is better than having to go through an RFP." And I'm guessing that for obvious reasons celebrity college professors thought "I have so got this covered." If this represents some kind of shift back to the lecturer as a slightly free agent, it also suggests a need for both HE institutions and LMS vendors to try to create some organisation in the self-learner market—to manage the risk of contract churn.