The Story of How RSS Beat Microsoft Subtitle: Massive tech companies tried to own syndication. They failed. --- Overview This article explores the largely unnoticed "war" over content syndication standards in the late 1990s and early 2000s, focusing on why RSS prevailed over Microsoft's Information and Content Exchange (ICE) standard. The story is likened to the VHS vs Betamax battle, showing how open, simple technologies like RSS outlast more complex, corporate-driven formats like ICE. --- Key Points The Syndication Battle RSS vs ICE: ICE, created by a consortium including Microsoft, Adobe, and others, was a complex, commercial XML-based syndication standard aimed at automating content licensing and monetization between large publishers. RSS Origins: RSS began humbly as an experimental Netscape portal feature and a free, simple XML format allowing website owners to easily create feeds that users could aggregate. Philosophical Differences: ICE aimed for complex commercial partnerships with costly infrastructure (server priced at $50,000). RSS was open, lightweight, designed for ease of use and grassroots adoption by bloggers. Simplicity Wins ICE's 58,000-word guide and numerous features (copyright enforcement, pricing, branding) were overwhelming. RSS had minimal requirements (just a title, description, and link) making it approachable for anyone. Early free RSS tools like Headline Viewer and web-based aggregators encouraged wide user adoption without hefty investments. RSS developers prioritized simplicity and extensibility, even amid internal debates and acronyms. Industry Adoption & Decline of ICE The New York Times adopted RSS as early as 2002, signaling mainstream acceptance. Microsoft eventually abandoned ICE in favor of built-in RSS support in Internet Explorer. ICE faded into obscurity with little real-world syndication deals, while RSS endured. Legacy and Significance RSS's openness resisted monopolization by tech companies despite failing to generate massive revenue. Its simplicity empowered users to build custom feeds and aggregators, fostering a vibrant ecosystem. Today, RSS is still alive and relevant, exemplified by features like RSS-to-email offered by platforms such as Buttondown. The article concludes with the idea that small, user-centric wins can outlast big corporate bets. --- Supporting Insights The article compares RSS's success to VHS's victory over Betamax, emphasizing longevity through openness and affordability. Quotes from key figures like Dave Winer highlight the DIY and community-driven nature of RSS. Citations include Pew Research, release documents, archived web posts, and expert commentary. Screenshots and historical images depict early aggregators and Netscape’s RSS features. --- About the Author and Publication Written by Ryan Farley, a tech writer and American expat in Thailand. Published on September 5, 2025 on the Buttondown blog under "Guides and tips". Buttondown promotes itself as an easy email platform with a deep appreciation for community-driven tools like RSS. --- Summary The triumph of RSS over Microsoft-backed ICE was less about technology specs and more about philosophy: open, simple, user-empowering standards win over complex, closed, corporate-controlled ones. RSS's resilience symbolizes the power of grassroots innovation in shaping the internet. --- Learn More RSS vs ICE blog post on Buttondown Related features and integrations at Buttondown.com RSS feeds and email newsletter tools to experience the power firsthand --- © 2025 Buttondown. All rights reserved.