… I mean, you can’t eat the paint, after all. The concept of new media may have gone a bit off the deep end with the introduction of “Cheddar Vision,” a website dedicated to, well, watching mold grow on a hunk of cheese. The story behind the story is a group of local cheesemakers in England have developed the site as a bit of curiosity to drive interest in their quality cheeses. West Country Farmhouse Cheesemakers offer various products for sale and export on their website, further demonstrating the power of the internet to be used as a marketing tool for niche producers.