Check this out from Web 2.0 Expo. The video is about 16 minutes, but well worth the time.
The entire presentation in couched in the context of a conversation he had with a TV producer pre-screening him for an appearance. His point: media targeted at you but not including you may not be worth sitting still for. Just ask your nearest preschooler.
Word of the day
audacity: the quality or state of having intrepid boldness