Oh, who doesn’t just love, love, love the two latest viral videos to hit the Web?

One, called “United Breaks Guitars,” is a very funny music video about an experience singer Dave Carroll had when the airline murdered his guitar and then refused to say sorry.

It has had close to 4.7 million views on YouTube.

The other, even better, is a joyful wedding dance of Minnesotans Jill and Kevin, along with their many grooms and bridesmaids, all of whom hilariously boogeyed down the aisle.

Current count: 17.1 million views.

While that’s all well and good, like a lot of these kinds of viral phenoms, neither is likely to go the distance in economic rewards.

While Google (GOOG), owner of YouTube, has been making noise about the wedding video causing a spike in sales of Chris Brown’s “Forever,” which is the music the wedding party shimmies to, this kind of one-off is not really a sustainable way to make video a true financial windfall.

And herein lies the problem–the Internet is most excellent at surfacing and distributing these delightful videos, but it still is not so good at revealing an organized, massive way they will all pay off.

That’s because much of it relies on buzz, which is simply unguessable.

And, even though more advertising efforts are being aimed at premium content on sites like Hulu, the revenue still remains much smaller than costs.

Consider the Susan Boyle sensation, which can doubtlessly be called 2009’s Web powerhouse. The video of her astonishing rendition of “I Dreamed a Dream” from the musical “Les Miserables” on the television show, “Britain’s Got Talent,” was a huge hit.

So far, the show’s YouTube post alone has 75.2 million views, but–due to a number of reasons–it did not make such sensational amounts of money.

Obviously, as consumers shift more and more time to watching Internet video, advertising allocations will be shifted too.

And, with media moguls like News Corp. (NWS) CEO Rupert Murdoch making copious noise about charging for content, it’s likely the most popular videos might begin to get some lucrative gating at some point.

But for delightful hits like the wedding dance or “United Breaks Guitars,” it will be interesting to see if they ever become more than watercooler wonders.

In any case, please enjoy the videos gratis!

Jill & Kevin:

United Breaks Guitars:

Susan Boyle:

In a genius pairing of subject and artist, here is the best online viral video this week from Conan O’Brien’s “Tonight Show,” featuring actor William Shatner reciting outgoing Alaska Gov. Sarah Palin’s recent farewell speech verbatim.

You simply can’t make this stuff up.

Done in Shatner’s perfect Captain James T. Kirk/”Rocket Man”-style, here is the video from NBC (as well as Shatner interpreting the Elton John-Bernie Taupin hit song, and also my favorite impression of Palin by Tina Fey on “Saturday Night Live”):

Now, apparently, it is time to meet EQAL, a “social entertainment company” that is still essentially the two guys–Greg Goodfried and Miles Beckett (pictured here. left to right)–who dreamed up LG15 and also the KateModern Web series.

Except, rather than operating out of their homes on a wing and a prayer, they are now armed with $5 million in funding.

That investment in the Sherman Oaks, Calif.-based start-up, which was announced in April, included some true Silicon Valley luminaries, such as entrepreneur Marc Andreessen, investor Ron Conway and former Googler Georges Harik, as well as Conrad Riggs and Spark Capital.

Sources also said Google’s (GOOG) Marissa Mayer is one of the new investors in EQAL.

With its small pile of cash, Beckett and Goodfried are planning new online shows–one of which will debut in September–as well as a number of other things, in yet another attempt to create a successful mesh between Hollywood and technology and thus yield a lucrative and lasting interactive hit.

If anyone can give it a try, it would be this pair, which unleashed LG15 upon the unsuspecting Web population in mid-2006.

Unsuspecting, largely because most people at first thought the user-generated-looking online video of the incessant jabbering of its attractive female lead right into a computer’s camera was real.

Instead, it was actually the “story of a group of young adults fighting against an evil secret society, the Order, that uses the blood of girls with a rare blood trait to extend the lives of a small group of Elders.”

And they also used Neutrogena products while doing it! (The skin care company was an early sponsor, and a scientist from Neutrogena was also written into the story.)

So with clean faces and over the course of its two-year run, LG15 ran to more than 550 episodes with 100 million views.

Beckett and Goodfried also launched KateModern on the Bebo social network in the U.K. a year ago, which also just concluded.

The “story of a group of British young adults investigating a creepy, New Age religion called ‘The Hymn of One’ that is actually a front for the Order” garnered 50 million views.

Well, it’s all disorder now, as EQAL tries to keep the hits coming without LG15, by working with writers, producers, media companies and advertisers to create new interactive shows that also have engaged online communities.

EQAL’s motto: “The Show Is Everywhere.”

Well, we’ll see, but here are Beckett and Goodfried–the former was a physician and the latter a lawyer in their previous lives–giving me a tour of their new office in Los Angeles’s “Valley,” and also sitting for a longish video interview about where content online is going.

That’s a question a lot of people in both Hollywood and Silicon Valley hope they can answer.

Here’s the video: