Much of the tech blogosphere was split between the announcement that Microsoft could be really cool and that CBS really understands that the marketplace has changed and has no intention of changing back. Chicken Little must be real busy today spreading the word that the sky is falling or at least it should be.

The news last night that CBS had ponied up $280m for Last.fm is being heralded by some as the awakening of the beast to the new reality and being questioned by others as to whether CBS will end up ruining its Web 2.0 acquisitions.

It is a fact that CBS has been on a real run of making deals with a lot of Web 2.0 companies and social media type sites in order to get their brand out there as the cool media company. While their competition for the best part make schizophrenic choices between RIAA/MPAA storm trooper tactics and clothing themselves in Web 2.0 pastel colors CBS appears to finally understand this new game.

There’s an old axiom in business about being first to market being the winner. CBS would seem to have taken this to heart in their ideological makeover. They are doing everything they can to get the CBS brand out in front of all those Internet eyes because they know that if they get there first and do it right CBS has a very good chance of taking away the largest piece of the pie.

Conversation Tags: Last.fm, CBS, Web 2.0