Wouldn't It Be Great?

Jeff Jarvis has the following:

Control: Last week, I quoted reports from the Association of National Advertisers confab, in which many realized that they're not in control anymore; the shift of control that has happened to the rest of media is now coming to advertising. This week, Ad Age Editor Scott Donaton says, Amen. (And, of course, the online editor over there puts the boss' column online!):
General Motors' Roger Adams... said, "The consumer wants to be in control, and we want to put them in control." Echoed Saatchi & Saatchi chief Kevin Roberts, "The consumer now has absolute power."
"It is not your goddamn brand," he told marketers.
This consumer empowerment is at the heart of everything. End users are now in control of how, whether and where they consume information and entertainment. Whatever they don't want to interact with is gone. That upends the intrusive model the advertising business has been sustained by for decades.

Shouldn't be necessary to say that there are links to check out. With that said, wouldn't it be great if the MSM understood that end users ARE in control?