(Web) 2.0 + 2.0 = 4.0

Smart video piece from Seth Godin looking at marketing appropriacy, and how existing ATL "broadcast" models of advertising (basically, it's a numbers game) have been challenged by the need for clever and insightful ways of not only communicating with potential customers, but getting them to want to tell their friends about you. Makes some simple points about the value of marketing being aware of the context in which its used. Throwing paint over a building to show how much you get the importance of colour when buying a TV is one thing on a commercial, and probably get you a fair few "oohs" and "aahs" into the bargain. Trying to do it all over someones online social space will probably get you a thick ear (if you're lucky).