Of course, you already see this in indirect form in professional PR firms whose sole job it is to influence public opinion on a narrow issue, and in direct form in places where 'direct voting' is implemented in some form, like in California's referendum system for which on almost each issue specific lobbying groups have a major influence on the outcome.

I'd argue that referenda are more even susceptible to the problems described in the article than transparent representative democratic systems are; laymen are easy to influence, and groups of laymen even easier. In the end it depends on the population that is being ruled though - people get the rulers they deserve, and blaming the elected people while still participating in bribery, nepotism etc (while rational! classic prisoners dilemma!) is useless. But of course somebody needs to step up, like the Indian guy is doing now.