I already thought the ultra-tight control MLB maintains over all of its highlights and videos runs counter to the way most other businesses are operating nowadays, but now they are pondering whether to crack down on gifs made from MLB video/material. Obviously the benefit of all this authoritarian style of video hoarding redirects some traffic towards their site, but overall I think they are missing out on the ability to increase the sport's popularity through viral-like functions.
http://www.businessinsider.com/mlb-to-ban-gifs-2012-4
