In 2006, New York University journalism professor Jay Rosen's blog post "The People Formerly Known as the Audience" went viral in the journalism community. In the post Rosen argues that a fundamental power shift has occurred between "Big Media" and "the people formerly known as the audience" (PFKATA), who were not only writing back, but also writing on their own and broadcasting voice and video as well. Yes, the strategic centers of corporate media power still exist, but, Rosen argues, the rise of the read/write web (a more descriptive phrase for Web 2.0) means Big Media's understanding of their audience has to change accordingly. Rosen has personal experience with the read/write web and large media projects: among his other accomplishments, he is a former member of the advisory board of the Wikimedia Foundation, the organization that runs Wikipedia. Using the highly collaborative and contested environment of Wikipedia as a writing platform allows a more concrete understanding of the new digitally embodied audience than traditional classroom writing (including writing to "bots"--software programs that write back). Writing in and about Wikipedia encourages students to think about the outcomes of their writing and, by extension, changes the student/teacher relationship in pedagogically useful ways. This article is about giving some examples of this environment and suggesting why it is pedagogically important, robots and all. (Contains 3 notes.)