We learned in Betamax vs. VHS that there are risks involved in backing an emerging format. The difference here is that it's a little easier for different codecs to coexist, even with varying licenses. The problem is that publishing shouldn't be limited to big players that can afford expensive and restrictive licensing agreements. There has to be a solution for the everyman, nonprofit, and nonprofessional. An unencumbered, nonrestrictive and free codec has to be an option, and Theora is one possiblility, if it can be easily supported in a product without worrying about licensing issues.