Great piece from Rich Siegel, forking off from an early subject in the C4 panel discussion:
Today, thanks to the many-to-many communications that are possible in this Web 2.0 world of blogs and social networking, it’s very easy for schlock marketing — and as such, the products it pushes — to gain an air of legitimacy. How? Easy: Just start a discussion. By engaging in the debate on a particular subject, both sides in the debate implicitly acknowledge that the subject is worthy of debate; and when one side of a controversy is the side that might ordinarily live on the fringes, the debate works to the advantage of that side regardless of the outcome. That’s because all of a sudden, the fringe side of the debate — the voices and positions that had once rightly been relegated to the periphery — gain mainstream recognition.
This would have been a great direction to steer the panel discussion.