The problem isn't the medium, it's the messages. Gosh, just maybe for a new interactive space slapping on the same banner advertising might not work?
The advertising world hate this possibility, having just got used to the idea of online advertising (around essentially publishing sites) as it means they might have to THINK and WORK a bit harder to get new messages across.
Couldn't possibly be an opportunity for brands to engage at new levels of granular sponsorship, targeted gifts, adding things to the micro level of interactions or provide neat new viral fun packs?
No, it must be the medium that's broken.