Amazon goes serial: http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=1732582&highlight=
Margaret Atwood goes serial: http://www.mediabistro.com/galleycat/margaret-atwood-joe-mcginniss-publish-serialized-fiction-on-byliner_b56846
I wasn't totally caught off guard by Margaret Atwood's move because she has been a strong and vocal participant in the Wattpad community.
But been noticing a lot of "for profit entities" showing up lately on twitter-land trying to solicit wtories from would-be serial authors.
There must be some secret memo floating around though because Amazon is now in the game too.
(ETA: Amazon is soliciting! http://www.amazon.com/gp/feature.html/ref=amb_link_364921022_1/187-6977781-9177727?ie=UTF8&docId=1000828741&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=left-10&pf_rd_r=1FM8J6S32NXWYQD6CV5P&pf_rd_t=101&pf_rd_p=1394483982&pf_rd_i=5044445011 )