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Thoughts on Aggregation

thinking out loud...

In thinking about ways in which sites can be better than other sites -- or to put it in more concrete terms, who actually deserves the top spot when you search for "widgets" -- there is not much agreement on what to value.

One old standby is unique content -- the amount of content that has not been duplicated elsewhere. Webmasters get in the most fantastic pissing matches arguing about who has the most unique content, how unique it is, etc. This is one useful thing to consider, but it is not the only way to add value, especially in comparison shopping.

In comparison shopping, you can have huge value-add without unique content per se. (example: FatLens ticket search)

Simply aggregate information that is available elsewhere, and it is the scale and the style that adds value. Anyone can grasp this concept if you mention an example like Google, but on smaller scales, aggregation does not always get the same respect, and is not viewed as a type of content. Why?