Internet: a mass of niches?

The drudgereport has a link to Gunther's review of Anderson's "The Long Tail," in spite of the following content: People who don't follow politics don't have a clue who he [Drudge] is.

A point of the book (and review) is that the internet has changed the environment from a "mass culture" to a "mass of niches."

I do believe that people other than politicos know who Drudge is (for example, Drudge has a fascination with weather and natural disasters). And Google's PageRank brings a "mass culture" to the internet, although not one Marc Gunther has contemplated.