"BitTorrent's new media format seems like an attempt at legitimate file sharing"
What? Bittorrent has and had for a while many legitimate uses. Just about any major free to play game is available on bittorrent...not to mention large software download and mods for games.
Bittorrent beats just about any download server as far as speed.
At the core of bittorrent was good tech that had nothing to do with legitimate vs. illegitimate use. It's a shame that it got associated with piracy, because the same core tech could really help other types of content distribution. I've found that downlolading Linux distros via torrent is usually much faster than direct-download.
Anyway, I find this apparent need to rebrand torrenting and integrate with social media rather sad and disturbing. IMO, the underlying P2P engine should just be something seamless, that you (almost) don't need to think about.