The Playboy company, after years of trying to fit into TV and internet adult entertainment molds, is turning back to its roots, trimming the fat and looking towards a lifestyle-mag format, which is exactly how the magazine started. Esquire, GQ, and even Maxim have been trying to ride on Playboy's coattails as a men's lifestyle magazine, and by heading back in that directly Playboy is going to have some competition for the audience, but they've got sixty years of experience behind them. They seem to be even looking in the right direction: the article says they have brought in experts to help them find their way in the world of free internet pornography. Playboy was never entirely about the photos; reading it 'for the articles' was always a genuine pleasure of having Playboy, and regaining that aura again will be awesome...if they can do it right.