Back in 2000, my old friend Remo Giuffre recommended a book called The Cluetrain Manifesto to me. While I was not as blown away as some people, I'm glad he did so because of the places to which and the people to whom that led me.
Today, he's based in Sydney and our communication is not as frequent as we'd like, but I keep vicarious track of him via his online retail business which very much reflects the tenets of the Cluetrain. As I have just read, this clearly does not apply to some of his suppliers.
Follow this link and scroll down to the Au Revoir Dyptique section to read as stark a contrast of old and new marketing as you are likely to see.