"The powerful can be as timid as the weak. What seems to count more than possession of instruments of power is faith ìn the future. Where power is not joined with faith in the future, it is used mainly to ward off the new and preserve the status quo." - Eric Hoffer, "The True Believer"
You believe, or you don't.
Either 'Interactivity will change everything', or it may be 'another channel through which to distribute more ads once we've nailed a GRP equivalency'.
Buckle up. It's 2009. And love is, as it's always been, the answer.