So the debate on re-naming, or re-spinning, or re-thinking what RSS might mean to a broader world is playing out, at Contentious and on Dave Winer’s blog as well as at Salon and here. But as I’ve been thinking about it, I’m increasingly convinced that the phrase we’re looking for we already have – The Web. That word can shapeshift enough to incorporate the changes inherent to a pubsub world, as Dave puts it. Maybe what we’re really looking for is a better verb. Let’s kill surf, as soon as possible. And come up with something better.