The document discusses the concept of mashups and the "snowflake effect". It defines a mashup as a unique new assembly of individual things from more than one source into a single integrated whole. Mashups can apply to many areas like music, content, search, and more. The "snowflake effect" refers to the idea that everything and every situation is unique, and mass personalization is needed to deliver just the right content to each individual person. The document advocates for innovation rather than replication of past models.