That's what an e-mailer asks after today's announcement.

Quite a few, apparently. The latest:

MOCHILA LAUNCHES ONLINE CONTENT MARKETPLACE FOR NEWSPAPERS, MAGAZINES, AND WEBSITES

New York City, NY (March 27, 2006) — Mochila, the first global online marketplace for print, audio, video, and photo content, is opening its doors to all media buyers, it was announced today by CEO Keith McAllister.

By creating the first online system that facilitates commercial content syndication in an easy peer-to-peer fashion, Mochila promises to bring new revenue to content providers such as magazines, newspapers, and wire services, while offering media outlets of all types an ability to buy the highest-quality feature content a la carte and on-demand.

And this one has quite a few big names attached.

The U.S. division of the world's largest consumer magazine company and one of the world's largest newspaper publishers are among the top media brands which will be Mochila charter members: Hachette Filipacchi Media U.S., Metro International, MediaNews Group, Freedom Communications, Liberty Group, Fast Company, Inc., Working Mother Media, Entrepreneur Media, Rasmussen Reports, and The Greenspun Media Group.

But, like our e-mailer, we, too, are skeptical. Despite the fact that, phonetically, it sounds like Mozilla.

Mochila