Blogging, downloading, file sharing and podcasting, the argument goes, have already radically changed the relationship between consumers and suppliers and between bosses and their workforces.
But hang on, the facts don't bear this out. A recent Harris online survey for The Guardian showed that fewer than one in three of the 2,012 adults polled had ever read a blog - and only one in 12 had ever downloaded a podcast.
On a related note, a survey by Entertainment Media Research for law group Olswang showed that fewer than one in five adults made illegal downloads at least once a month. And fewer than one in three downloaded legitimately at least once a month.
There is a risk that we will too easily forget those who rely on flickering cathode ray tubes and little black marks on dead trees.
Michael Bennett, MD, Pelican Public Relations.