Editor’s note: Zach Clayton is the founder and chief executive officer of Three Ships Media,a digital marketing agency.

RALEIGH, N.C. – The New York Times profiles RockMelt, a new social browser funded by noted venture firm Andreessen Horowitz. Marc Andreessen, who co-founded Netscape in his 20s, is funding the start-up through the venture firm he leads with Ben Horowitz. Several members of the leadership are Netscape alumni.

Recall that as a scrappy upstart in the 1990s, Netscape bested behemoths such as Microsoft when it seized the browser market with a free browser. The story is immortalized in David Yoffie and Michael Cusumano’s excellent book, Competing on Internet Time.

This stellar team’s 2010 innovation? Social browsing.

“Had we known about Facebook and Twitter and Google back in ’92 or ’93, we would have built them into the browser,” Marc Andreessen said.

RockMelt will allow users access to their favorite social media sites, chat with friends while browsing, and more easily share content. (Read LTW’s coverage here.)

Will this new browser seize share, threatening the IE, Firefox, Chrome oligopoly on browsers? It’s irrelevant.

RockMelt — whether it wins or loses — points us to where the Web is going. The low barriers to creating and sharing content are becoming no barriers to creating and sharing content. The user’s reaction to a company website is literally 2 clicks away from being broadcast to her entire social graph.

For companies, even their own Web content is subjected to this two-way interactivity. Marketing collaterals do not convey the message; they merely start the conversation. And the conversation is far more open and more product-focused than it ever has been.

BakedIn, the book by Alex Bogusky and John Winsor, admonishes marketers to “look at your entire business and write down an inventory of all the potential positive and negative touch points: the product, the packaging, the shipping, the packaging the customer has to throw away, the old product in the trash or landfill, the website, the uniforms, the trucks, the customer service people. Everything.”

RockMelt is the technology aligning with the marketing philosophy of Messrs. Bogusky and Windsor: one more step toward open information — one more step toward Open Marketing. Loyalty cannot be bought; it must be earned. And the product and the marketing must sing the same story — particularly when the customer is the one singing a cappella

Get the latest news alerts: Follow LTW at Twitter.