Here’s what I think… what advertising needs is a Copernicus. Someone to tell them that the universe that they’ve known has dramatically changed. Someone to show them that brands and brand communications are not the center of the universe. People are. Brands orbit people. And people choose what to pull into their orbit. And they don’t bring brands into orbit based upon message… they do it based upon the product experience. The product itself. The most powerful “brands” in the future will be the ones with the most engaging products - and they will have to do very little indeed (from a marketing sense) to grease the wheels of information that bring in new customers and keep the ones they have.