I have been a great believer in the sentiment that: "We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run."
I have just read that the guy who we have to thank for this is a Roy Amara. Just goes to show that you keep on learning. If anybody was responsible for the quote I thought it was Bill Gates.
Just think, if marketers had really understood this concept the zillions of dollars of wasted effort that would have been saved. Dick Stroud