Doc Searls in IT Garage:

AdTension. “My main point here is that we need to get out of the advertiser-centered frame of mind about how markets for information work. We need to start imagining the markeptlace as it exists now, and wants to exist, in the online world. This is a marketplace where customers are participants, and not just consumers. Where they are no longer just a mass of passive ‘eyeballs’.”