The Big Bang Theory of Advertising - aka be 'outrageous' - is the logical conclusion of the Red Queen race for attention from hyperaware consumers, and a nice way to justify invasive, loathsome push marketing.
Small wonder that marketing as theory is failing marketing as practice - both keep recommeding essentially recommending the same strategy: run faster to stand still. But what actually works is something totally, radically, different: highly targeted, noninvasive, microadvertising.