You have it half right. Online advertising is helping to show that the effectiveness and efficiency of advertising is a chimera. The other half is that the na

You have it half right. Online advertising is helping to show that the effectiveness and efficiency of advertising is a chimera. The other half is that the nature of media is changing from a strictly on to many relationship to a many to many relationship. Not only can't you control the message to your customers/consumers, but you can't shut off the flow of information between customers and, even worse, you can't stop the flow of information _back_ at you from your customers. In this kind of climate, trying to patch over a flop or take credit for a win is very difficult. And it doesn't help that the economy is in the toilet while all this is going on...