His premise: Marketing used to be easy because all you needed to do was find the money to buy a pile of ads and you could be sure to reach your target audience as well as any of your competitors.
Now, however, the Internet requires marketers to bring skill, nuance, strategy and all sorts of other rarities to the table. Will they? A few already are. As for the rest, you can apply the oldest and worstest cliche in the history of the written word: Only time will tell.