The Web Is Not Medicine

"One has seen grand theories rise, only to be toppled by stubborn facts." Oliver Sacks
When advertising's overfed suits and black t-shirts and Jimmy Choo shoes reach consensus, it's a pretty good bet that what they've agreed on will turn out to be very wrong.

One of the unchallenged truths that advertising's chattering class has advanced these days is that "the consumer is in charge." This