…or maybe we’ve already lost it. Cory Treffiletti from today’s MediaPost Online Spin:

We are losing the battle for ownership of the media we create. The consumer is becoming a partner in its development by demanding what they want, how they want it, and when they want it. Sooner or later, it’s inevitable that the consumer will completely own the relationship. The iPod ad, the Nike ad, the Volkswagen ad… these will be examples of the future. This year might be recognized as the year when the consumer overthrew the throne. A virtual coup, if you will.