This was a great presentation. The audience really engaged on this one and I think this presentation contained very cogent, salient and utilitarian conversation & information. SM professionals need a new and common lexicon that can be used with buyers/clients and this talk provides a good intro of concepts that go beyond the traps of old-school ROI rhetoric. It would be great to see more pros using these (and additional concepts) when stewarding buyers/clients who ask the very simple, yet legitimate question, "Where's the money?" Sometimes, the conversation needs to be taken to the next level (e.g. "Where's the value?") and as stewards of the emerging media, it's incumbent upon the "SM Experts" to take charge and lead those more advanced (and fruitful) conversations.