I find it ironic that there was no Video Adds on the article as I was reading it. I think the best analogy I can come up with on the now you don't need an Ad Agency or Production Company angle is this. If you buy Microsoft Word you can now become a Best Selling Writer. I don't think so. The tools that create the content is not what makes a spot memorable. It is the talent that put it together. Just my two cents.
It's the same old story, Stephen. Ever since I entered the "I own the software, so I must be an Editor" era, I have wanted every graphics and NLE software package to have a disclaimer on the side saying "TALENT NOT INCLUDED.".
Creative Director / Multimedia Specialist
B&S Exhibits and Multimedia
Years ago when a client said "We won't be needing your help with brochures any more. We got desktop publishing software for our secretary so she can handle stuff like that." My reply (stolen from I don't remember where), "Great. Get her a stethoscope and see if she can handle your health plan, too."
I use to make tv spots and hand em over so they could buy air time or I'd play middle man in that media buy and still really just make money from the production. Today, I can create turn-key campaigns and get paid for all of it. I like the new world.