I got a few complimentary issues of a magazine called Context recently.  Not a bad 'zine, but I've got too much to read already, so I didn't pay a lot of attention.  Still, an article called "Round 2.0" by Andy Lippman caught my eye.  In speaking of the dot-com boom, he says:

The problem with likening the dot-com boom to the 17th-century Dutch tulip insanity is that, now that the bust has come, many companies think they can go back to sleep. To them, the threat is over: Dot-coms did not generate a New Economy, they did not rewrite the rules of business, life as we know it did not end. The fear that any evanescent new idea would destroy the current mode of operating is past.Wrong. The challenge is not gone. It is just beginning.

To make his point, Andy talks about advertising, telephony, and media distribution.  His point on advertising is that technology like TiVo changes how people watch TV.  If you don't have a TiVo, you may not quite understand.   I don't watch TV anymore, I watch TiVo.   Its more than just being able to fast forward through advertisements.  Its about who controls content, at least who controls when and where its watched.