Web video entrepreneurs should think before rejoicing about Wallstrip's news. Sure, the sale of the financial video site to CBS, for a rumored $5m, was a pretty quick exit, less than a year after launch. But the main attraction to Quincy Smith, the TV network's hyper-active online dealmaker, was Lindsay Campbell, Wallstrip's attractive host. Here's a wild guess: CBS wasn't so much buying a company, as buying out her contract; and I presume a portion of the purchase price is tied to her continued involvement. Wallstrip is not alone. Video content startups such as Rocketboom often depend on a star, typically female, to draw the attention of a fickle web audience. Just as TV talk shows and news programs often depend above all on the personality of the anchor. But that's a dangerous strategy: they're building up her brand more quickly than their own.

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