We revisit some of the basic premises of the Content Centric networking (CCN) and Named Data Networking (NDN) architectures, which have been proposed as alternatives to the IP Internet architecture in order to support more efficient access to content available in the Internet. We address the large overhead incurred in NDN and CCN by maintaining forwarding state for each Interest traversing a router and for each content-name prefix known to each router. We introduce a new approach designed to provide orders of magnitude reduction in the complexity of the data plane to make content-centric networking much more viable at Internet scale.