Marketing 1.0 to 2.0 considerations

I'm trying to find a theme that connects the following posts. One theme might be on the transition from marketing 1.0 to marketing 2.0? Hint! Hint! Take the time to read the comments on them - they are fantastic.

" Is Marketing A Discipline In Crisis?" by Tom Guarriello, thetruetalk blog. These are Tom's thoughts about goog "having serious difficulty figuring out a workable ad model for social networking sites", and his first day at the BRITE Conference.