Sometimes dismissive of traditional advertising, Google nonetheless has embraced non-internet channels to drive product interest, such as using television commercials in India and Pakistan to demonstrate the potential of search to bring people together. Personally I could not agree more that much of “old” media will disappear or that there are many very novel aspects to the Digital Revolution. But the rhetoric does not do justice to the richness of the revolution. It creates a zero-sum game, with the “digital Taliban” (as John Hegarty says) on one side and latter-day Luddites on the other. But it is the zone in between that is fertile and rewarding. It’s also clear that if you are a client these days, the old rule of caveat emptor applies more than ever before. And that you need best advice to guide you through the rhetorical jungle with some sense of judicious, constructive scepticism.