I'm still surprised that I believe, and believe I understand,  were the Cluetrain Manifesto was coming from. It's ten years on from the publication but I'm not sure it's understood within most advertising / marketing departments  as anything other than additional  means to address a new segment by co opting their energy . ( It's not a mistake I'm linking to an entry on  Forrester's site"  after all and it's not a mistake that  Rage Against the Machine  had a contract with Sony)

Anyway one of the original "Gang of Four"  Doc Searls was present at an event to discuss what's happened in the last decade and what, if anything has really changed. This is audio  / video I'd really like to see.. now  please

With an update to  the 95 theses of the Cluetrain Manifesto

1. Advertising as we know it will die.  ( Amen)

2. Herding people into walled gardens and guessing about what makes them "social" will seem as absurd as it actually is.  ( my favourite topic  what happens when the eyeball collectors meet those that won't look) 

3. We will realize that the most important producers are what we used to call consumers.  ( I hate the term consumer and when I use it  it's as a pejorative,  I don't even  like user . I've been referring to "my"  customers as   store owners, blog owners   e.g people that want to do things, not have things done to them)

4. The value chain will be replaced by the value constellation. (Many connections.)

5. "What's your business model?" will no longer be asked of everything. 

6. We will make money by maximizing "because effects".

8. We will be able to manage vendors at least as well as they manage us.

10. We'll marry the live web to the value constellation.

It's worth wandering back to the originating blog on this one since the  two worlds can be nicely juxtaposed by the  Terms of use nestled on the bottom left  of the screen.  That's old business!  I got my 10 comments from another source anyway

Groundswell (Incorporating Charlene Li's Blog)