Frankly, I'm baffled that most brands/businesses jsut look at the Internet as another communication channel instead of embracing this opportunity and rethink their business model.
Too many brands see the Internet as an opportunity to optimize their CRM programs, get better consumer insight or more efficient marketing. That's not going to take you far because the Internet changes the core of each and every business.
You can think short-term by defending your turf and fighting to keep your current positioning (and budgets...). Or can think about the Web as the core of your business.
Paul Graham describes it better than I could:
“The Web naturally has a certain grain, and Google is aligned with it. That’s why their success seems so effortless. They’re sailing with the wind, instead of sitting becalmed praying for a business model, like the print media, or trying to tack upwind by suing their customers, like Microsoft and the record labels. Google doesn’t try to force things to happen their way. They try to figure out what’s going to happen, and arrange to be standing there when it does.”
Change is happening while the majority of business tries to stem the tide. They have no chance.