Online video is incredibly rich. A 15-minute home improvement YouTube tutorial might include 1500 words of narration, 100 or more significant keyframes showing a visual change from multiple perspectives, several animated objects, references to other examples, a tool list, comments from viewers and a host of other metadata. Furthermore, video accounts for 90% of worldwide Internet traffic. However, it is our observation that video is not widely seen as a full-fledged document; dismissed as a media that, at worst, gilds over substance and, at best, simply augments text-based communications. In this piece, we suggest that negative attitudes toward multimedia documents that include audio and video are largely unfounded and arise mostly because we lack the necessary tools to treat video content as first-order media or to support seamlessly mixing media.