I keep seeing the phrase "Atomic Unit of Consumption" or "Atomic Unit of Online Consumption" in regards to the disruption occurring in old media (aka Newspaper, Music and Cinema). Most recently I was reading Eric Schmidt's Op-Ed piece in the Wall Street Journal and the Google Operating System blog on Atomic Unit of Online Consumption. Both articles make for a interesting read, especially the former because of Google's description of how consumption for existing media has changed over time.
While Atomic Unit of Consumption sounds good, an atomic unit is actually a unit of measurement (a way to measure) used in certain branches of science like physics. Of course that's probably why Google coined the term Atomic Unit of Consumption. They employ a lot of engineers and scientists!