Is RSS "the next big thing"?

Frank Bajak from AP writes this article on RSS. Quotes Reinacker and Scoble (source: Scoble). Most interesting analogy for me was between RSS readers and Netscape circa '94.

Which makes me think - which large corporates are using RSS to publish corporate news? I just checked Microsoft PressPass and it doesn't appear to offer RSS. It would be very cool if I could add RSS news alerts for my top 20 customers into IntraVnews.

Does anyone know of large (or small for that matter) corporates who are leading the way?