"Yes, except I also think it's important not to understand VRM (Vendor Relationship Management — the reciprocal of CRM, or Customer Relationship Management) as the reciprocal of advertising. Or the opposite of advertising. Or even the opposite of marketing. I don't think it helps to frame it in terms of any of those things.
 It's something new. Rather than advertise, we notify. We assert. We express. I don't care what we call it, as long as what we do doesn't come across as individuals being just as bad-mannered as advertising has been for the duration.
" (Doc Searls)