From “citizen journalism” to “citizen marketing”?

From Steve Rubel :
Joseph Jaffe produced a spot which he says should be the next Nike commercial after Tiger Woods hit an
incredible shot which led to his winning the Masters on Sunday. For the fourth time! What’s the story? That technology exists to make it easy for "lay folks" to create a commercial? MoveOn showed us that in the 2004 election cycle. To demonstrate the power of viral marketing and networks? Maybe. To observe, as Jafee does in a follow-up comment, that Madison Avenue needs to wake up and figure out that traditional advertising (and marketing) needs to develop new models. His suggestion of this turning into a $0.99 cellphone download is inspired.