So if being online is so important to fanfiction, why has Amazon not adopted this central mechanism which could have drawn millions of views to its own online site? One reason may simply be that they are relying on sites like Wattpad to generate the traffic to Kindle Worlds. The other may have to do with content control. The plural “Worlds” in Kindle Worlds marks a clear separation between the different fanbases; there will be no boundary crossing here. For fanfiction, boundary crossing of various types is the point. Trying to constrain the unconstrainable is an inherent paradox in a model based on content control. Of course, one way to attempt to control content/text is to contain it in a book rather than have it online where control is always subject to slippage. However, the existence of Fanfiction itself undermines this attempt. Amazon and the licensors have a difficult balancing act. Most licensors would want to retain control over the content that appears online and therefore restrict official content, whether it be original or fan-generated, to their own fan sites; it might indeed be very difficult to keep the licensed Worlds separate in one online environment. So one could argue that the “form” of the ebook in this case, where online would normally be the “native” medium, answers primarily the needs of the licensors rather than those of the fans and readers. This is not to say that Kindle Worlds shouldn’t have ebooks; even in the fanfiction communities, people create ebooks of fanfics for free download. It is the fact that Kindle Worlds appears to be only about ebooks that is the issue in the context of fanfiction. Anna von Veh, Kindle Worlds: Bringing Fanfiction Into Line But Not Online?