communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.
User Generated Advertising
Is not a myth anymore. Current TV, which is Al Gore's online TV channel, has a system called VCAM - Viewer Created Ad Messages - which enables users to create ads for their favourite brands and have them played on the television station if the advertisers approve them. You also make 2500 USD if they choose it and up to 60000 USD if the ad is played on another TV station.
I have watched some ads and they are interesting, well produced, if not mind blowing funny or smart. So, with a bit of practice users might put advertisiong agencies out of business also, after print is starting to give out :).
[PS: maybe this is a good time to restart that debate about users being unable to create useful or good content :)]