" Among the more pleasing by-products of the coming end of advertising is a heretical realization among some industry thinkers: the idea that for advertising to survive, or rather to thrive, it must add value to people's lives. In a world in which lazy, superfluous, and stupid no longer cut it, advertising will have no choice but to compete as primary content, not secondary intrusion. It will become the thing, not the thing that sells the thing. "

― , The End of Advertising: Why It Had to Die, and the Creative Resurrection to Come