For the media industry  (which is video, music and print), there has been one more, and perhaps the farthest-reaching, failure: the inability of the folks to grok that today’s audience is not tomorrow’s audience. It goes without saying there’s a whole generation of folk that has either grown up, or are growing up, on the Internet. Their consumption and online behavior is going to be predicated on a distribution medium whose basic premise is abundance. They will find, curate and consume on their own terms, on their own choice of screens and on their own time.

» via infoneer-pulse:GigaOM

The irony here is that

1. It’s all the techie McLuhan-ites (those who buy totally into the medium-is-the-message idea) who drive the New Media transformative power of the Internet thing, against
2. The fact that they totally miss that the Internet kind of obviates the medium-is-the-message notion, as the piece above argues.

At least, it seems kind of like that.