The viral phenomenon that was OK Go's homemade, treadmill-o-riffic music video for 'Here It Goes Again' may never be duplicated, thanks to tightening restrictions on embeddable licensed content. The group's lead singer and guitarist, Damian Kulash, laments these frugal industry policies in a New York Times op-ed titled 'WhoseTube?'

"Believe it or not," Kulash writes, "in the four years since our treadmill dance got such attention, YouTube and EMI [OK Go's label] have actually made it harder to share our videos." OK Go shot to fame when their no-budget video for 'Here It Goes Again' garnered tens of millions of views.