Danny is the guest co-host on whiteboard Friday, where he makes some excellent points about how Search doesn't get the respect it deserves as an advertising medium. The discussion talks about how everyone is all nuts about facebook, but they don't realize that search marketing is really the most revolutionary ad medium of the past decade plus.
I first heard Danny talking about this on the Daily Searchcast Podcast a few days back. He also wrote an article for Adage on the topic. He makes very good points and I agree wholeheartedly. The beautiful thing about search is that it doesn't interrupt anything--it gives people exactly what they are looking for. What other type of advertising can do that?