I'm Ernest. Let's have some fun.
In the case of media, there are two kinds of tools that were once too expensive for the average Joe: the tools of production (a printing press, an Arri video camera, an Avid editing suite, etc) and the tools for distribution (delivery trucks, some rented spectrum on a broadcast satellite, an expensive pay-to-play deal with a cable operator, etc). New digital technologies have broken down many of these barriers to entry. You can shoot HD videos on your iPhone, publish your magazine on Wordpress, your photo-journal on Tumblr or Instagram, and the work once done by deliver trucks has been supplanted by search engines and social sharing.
Those who feel threatened by this would do well to realize they can marry their professional abilities with these tools and put themselves a few steps ahead of the amateurs.
Although as Edwards points out above, the professional work often looks rather amateur once you get past the production values.