I so think JP Rangaswami has externalised a great idea here:

when virtual and physical worlds meet

We have to keep remembering this. When Generation M, the mobile multitasking multimedia millenials, spend time online, they’re not sacrificing face time with their friends and family.

They’re sacrificing TV time. And advertisement time. And everything else that goes with it. Particularly when you compare them to earlier post-TV generations.

So they’re going to do what we never managed to do enough of. They’re going to choose what they do in their leisure time. Choose whose recommendations they trust. Choose whom they spend time with. Choose who they share their intentions with. Choose.

Things are changing and unfortunately for many established businesses they're run by older people, served by other businesses using older people and older business models and they're all just missing the change that's already happened (but that they think is still to come).

No one is listening any more to our advertising messages, they're doing something else, doing something more worthwhile than being interrupted.