We pretend the web has opened up huge new advertising opportunities when we secretly know
that it has mostly been a dismal failure as an advertising medium. We cling to the few big successes
and argue from the extreme. We pretend we know how to "do it all", but we don't. We
pretend to be "media neutral" but secretly are either broadcast-centric, print-centric or web-centric.
When will we discover the real meaning of the word "communication" and start practicing real
interactive communication? Because that's what it's all about!