We could just call it "advertising" again. Or the more accurate "the work of convincing people to buy stuff they don't need." That goes for the material and immaterial stuff.

It seems from Mayfield's post that it's an "in the profession" kind of conversation. But speaking as one to whom PR is done, I have to say that I'm very tired of advertising, PR, branding, spin, marketing, perception management and the rest of it. Despite everything we know about authenticity, conversation and the the nature of the market, it seems that traditional advertising still trumps all, and it's doing so in more and more concentrated ways.

My reaction these days is to just shut out the noise.