It may be an overreaching assertion. But do you seriously think that the way advertising channels lose effectiveness and die out is sustainable? We're really good at gradually learning to ignore the meaningless noise, that's why entrenched brands market to kids. I think that an interpretation of that shorthand could be: that we see through fake authenticity, that we're repulsed by condescending approaches, that we will work towards keeping top down advertising out of our conversations, and that we will, as always, eventually just learn to ignore it. Those things are proven to be true, too.