Hi Peter, This post is why I love reading your stuff. You connect the dots and bring out the insights that aren't easily apparent. Nicely done! It's fascinating that you wrote this post today. Just yesterday, a friend asked me if I would ever want to go back to the life of an agency guy or industry Yenta like I was at WOMMA or the Social Media Business Council (what you term the Consultant). My reply was "absolutely not." As exciting as those jobs were, I enjoy my current job as the Social Media Strategist for Fifth Third Bank a thousand times more. I feel like I'm not just talking the talk, but truly walking the walk and putting my money where my mouth is. Bottom line -- it's infinitely more fun to point to the first-ever customer service representatives tweeting for your company instead of just talking about Twitter. *grin* At your service, Michael