We've written a fair amount about agencies that go from making ads to making products. In the past 12 months, there's been a not-so-subtle shift in that trend as we've seen the products go from offline to online -- books, candles and the like have given way to agencies increasingly devoting time to proprietary digital products.

I'm glad to see something like this being echoed across mainstream channels. I just wonder how long it's going to take to convince clients that the value of their advertising isn't just reach, it's depth too. As soon as you start talking to clients about application development, they start to get worried about reach.

An iPhone application that use Facebook Connect? But the entire universe is only 28 million (the number of people who've installed the official Facebook application for the iPhone)! We have 100 million consumers! That's never going to work! Quick, water down the concept and make it into a rich media banner!

That's progress though, right? Right?