This is how to do it. The California firestorm is a big, visual, story. Show me a 'play' button.
The BBC has only started experimenting with Flash in-page video (on technology pages) because it has too much tied into single platforms — the main criticism of the iPlayer vis Microsoft. The Guardian can just do this with no problem from their previous investment and ability to experiment.
I also notice the Guardian's using Google free tools to display tagged content.
Neither is letting me post their content though. Yet.
All new content on my restarted blog is here