It seems to me that large web sites tend to solve this problem by using a commercial CDN (content delivery network). They have been around for over a decade now and would probably have solved NBC's problem even in 2006.
I will admit that this effort is interesting as it would appear to be non-proprietary. On the other hand, if I had a large commercial web site to manage; I'm not sure that I would want to depend on the kindness of strangers to get my content out there reliably. Of course, companies like Netflix are depending on other people's networks to route their packets (which hasn't always happened) so maybe that isn't such a big deal. Perhaps if this gets sufficiently well entrenched due to use by non-profits like Wikipedia, it might fly.