“‘You have to socialize the space before you can monetize it,’ the anthropologist concluded.” Right. I can’t wait for someone to be my friend not because he or she likes me, but because he or she wants my money. But conversation opportunities are promising. Good advertising is not propaganda. It is news about how your product or service solves problems. Conversations allow the connection between problem and solution that gets lost in the broadcast approach of most (and mostly useless) ads.