Sun's CEO-who-blogs Jonathan Schwartz said on his blog Tuesday that when Sun reports its Q4 numbers on Monday the results are going to be released on Sun's web site and RSS feeds 10 minutes before they're released to the news wires.

Schwartz, who's argued the point in open letters with SEC chairman Christopher Cox and complained the Reg FD doesn't recognize the Internet "as the exclusive vehicle through the public can be fairly informed," claims, "This will place, for the first time, the general investing public - those with a web browser or a cell phone - on the same footing as those with access to private subscription services. In effect, driving an open dialog directly with investors, rather than routing information through proprietary sources. Open is as open does….

"It may not seem like it, but this is a sea change in how Sun communicates with the world - and sets a path for other public companies seeking to drive greater transparency. I wonder how far off we are from ceasing to issue traditional press releases altogether... after all, no news agency could possibly suggest they reach a greater portion of the planet than the Internet."

Sun, whose stock has been crushed for years, is the first company to take this approach.

Cox has said he had no problem with the idea provided there was "broad non-discriminatory access" to company web sites.