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YouTube may have some tricks up their sleeve.  A recent article from MediaPost outlines some of their favorite ways the video giant can make some real money.  From participatory revenue sharing to sponsored channels, the video site is already on it's way. 

The MediaPost article, though, shares what may be challenging for YouTube, but what also may be their biggest strength.

Proactive Consumption--similar to search as we know it today, on YouTube, consumers proactively seek out content by keyword or by popularity (PageRank, anyone?) All content is available on demand, and is consumed actively as opposed to passively. Advertising in this environment can and should be targeted, based on what we know about the user from his or her search. It should also be user-initiated and non-interruptive--keeping the consumer in control.

It also goes on to say that the passion, inherent customization potential and traffic are assets that are not to be discounted.  They are in agreement that, providing "YouTube can stay the course and continue to roll out advertising products that draw from the success of search marketing", people will be watching them to copy their advertising success.

Take that Mark Cuban!