Conference on university rankings and e-learning

Are rankings likely to focus on eLearning in the near future? If so, what parameters will be employed and who will be defining those? What impact will they have on online education?  If not, are present rankings of any use to online education institutions for benchmarking purposes?

The Open University of Catalunya is organizing a conference on this topic in Barcelona, Spain, between 22-23 September, 2011

There is an interesting line-up of speakers on a topic that is bound to be highly controversial. Should we (i.e. e-learning proponents) be playing a game whose rules are set by elite campus-based institutions? If not, what rules should we be setting, if any? (Please rank these questions in order of importance.)