.. oh yeah, and there's something about "Make Conversations, Not Ads" in there too. See What Does 'Communiting' Mean???. Dance down his paragraph breaks to find the point:

we have marketed so much that we have killed communities...
we have marketed so much that we have harmed our customer...
we need to conduct business in a manner that enables and sustains communities...
COMMUNITING is about COMMUNICATION between people and companies that enables or sustains a COMMUNITY...

Basically, content used to be King, conversations was the new King and now it's all about context. Then again, advertising was always information in the right context so what's changed, exactly? (Beers for those who answered "the world").