It's been hard in the last 200 yrs to have speech. The Industrial Revolution was a big interruption in the human story. Media has been mass marketing, a special case of mass production. We talk among ourselves online completely diff than corporate-speak. Compare email and press releases, it's easy to tell them apart.
Email is from human beings, press releases are from a committee.
Email is natural communication, not like the packaged messages we get from corporations. It will create opportunities for companies that understand it's different. It's not about 30 second commercials. He is author of the Sun Guide to Web Style, one of the creators of the ICE protocol for content syndication on the web, and creator of the HatFactory e-commerce testbed site. My dad was a potter.