OT - Importance of Content

I was wondering the importance of content to IP providers. Is it feasible to go after a lot of hosting companies and such as a business model and greatly skew your traffic ratios to hopefully reach a critical mass. I would think at some point you would have so much content that people would start to come to you for peering or to purchase access to get to that content which would cause a reduction in overall transit costs, but what would that critical mass be and how valid is that thought? Opinions? Shane Owens