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"an enormous shelf-wobbler"

Thank you for that. :)

It's like being ambushed - brand communication as warfare, embedded in the language [guerilla marketing], clings to the old model of firing messages at targets, rather than offering them something to consciously move towards.

Perhaps this will move towards a two tier system: ad funded, where some of that value is delivered back to the consumer in the form of discounts, and ad free.

Just like on the internet.

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