MySpace wins a Webby. So what? Here's what.

The Webby Awards are like the Grammys of the internet - they recognise the big, shiny, websites with big, shiny PR budgets. (That said, they sometimes get it right, as they do in recognising the Guardian for its online efforts.) But it was certainly a no-brainer that MySpace would win the Webby Breakout of the Year award.

As with the Grammys, the kids - who are the ones using MySpace - don’t really care about the awards, if they are even aware of their existence. But the press and advertisers sure do. I expect News International is pretty pleased with itself on the back of this one, and understandably so.