There is a true shift in the economics behind it all that you've shown is more fruitful to acknowledge than attempt to suppress, similar to what happened in the music business about 8 years ago, when MySpace and iTunes brought musicians a way to mass distribute their art that was made on a $1000 home bedroom studio.

Zooppa is a user-generated advertising platform, so we live to evangelize the idea of advertising as a two-way conversation, I think the Doritos / Super Bowl phenomenon speaks more to the curiosity and anticipation that happens when “consumers” are said to be behind advertising. Had there not been so much buzz because of that fact who knows if they would have been the most engaging ads, maybe so, fact is though – people wanted to watch them because they knew they were different from the rest of the ads.

All the points you raise are valid…but essentially they're the same point expressed in different ways. The web empowers people to create, consume and share information. This levels the playing field between brands and consumers. Excellent! Now people can tell companies Exactly. What. They. Want. And maybe they'll even be heard.

The problem with advertising is that it's a push mechanism rooted in an era of mass, passive attention. The fact that a tiny minority of people get a kick out of creating dumb ads for a few companies with no ideas themselves is admittedly a little ironic in the short-term but also consistent with the imminent death of advertising as a way for brands and consumers to, ahem, engage. IMO obviously

It does not threaten creativity and innovation in the least, though it certainly might threaten some bureaucracy at agencies and in a client's marketing dept.