But I think this is where the author misses the point. IBM and Microsoft are completely different business models. They just so happen to all leverage technolog

But I think this is where the author misses the point. IBM and Microsoft are completely different business models. They just so happen to all leverage technology...one sells services and the other sells software. A more apt comparison would have been the shift from physical newspaper to online. I also don't see how native advertising is the "next wave". If anything (as you rightfully point out) things like VR and Siri might be the next wave, but these are still 5-10 yrs away in terms of maturity.