Context is king

I suppose that is the only way you can excuse a two month gap in posting! the content was there, really, just waiting for the right moment to arrive.

So are we moving to a world where context is king? When I can see the same content, served up in any manor of business models, the endorsement of context starts playing a new role. In the web 2.0 world, you are known by your references. The biggest challenge for wikipedia is to maintain the quality of content as context starts to override.
The scary thought is that fact becomes a matter of persistence. If we get them to repeat the same story with enough references it must be true. This obviously rewards the ones with the biggest networks, but does it support the development of fact?

Content is becoming ever more context dependent. The read/write devices we use to access information become more sentient to geographic and contextual location. I need different information about the little chapel in Valletta when I am actually in Malta. I need different product information when I have skimmed through 15 sites about it in the last 20 minutes.

How are we building this contextual knowledge into the way we slice and dice content?
- references; who endorses a product may mean completely different things to different people. If my uncle endorses a game it may mean something different than when a 14 year old endorses it. The role of social networking in terms of product endorsement is becoming ever more clear as marketers try and latch onto the key references.
- history; already airlines are changing pricing information based on how regularly you search a specific route. As the man said: "Polly want a cookie?" The key to so much contextual adaptation.
- interface; device dependent content shapes the richness of the experience. How this moves forward becomes a challenge to developers. iPhone has shown that device dependent content can also be handled at the device end..... interesting mr watson, how do we adapt the device to context? Ask samsung I suppose?

Fact is, context is playing a bigger role in determining relevance, access and engagement. This challenges the basic strategic models of (message/medium)Xfrequency=impact.
What would you suggest as the new model?