Fungibility, according to Wikipedia, is an economic term used to describe the property of a commodity whereby it is directly interchangeable with something else. For example, if you don’t care whether the rental car you get is a Mercedes or a BMW, then they are fungible. It was used by journalist Stijn Debrouwere in an awesome article about the future of newspapers and media companies in the age of the Internet, by calling his article –
A treatise on fungibility, or, a framework for understanding the mess the news industry is in and the opportunities that lie ahead.
Source: Fungible