I love Seth Godin, especially his ability to re-market. Maybe that's not a word ... but it does a great job describing some of Godin's notable work. Let's look at his latest book, Meatball Sundae.
In a nutshell, Seth argues that our marketing efforts need to adapt on both sides of the Web 2.0 coin. If I sell a product (meatball), then trying to market it in new, cool , Web2.0 (sundae toppings) ways might be akin to creating a meatball sundae.
Sounds like putting lipstick on a pig. Seth takes a familiar concept from the past, re-markets it and sells a book. Now THAT is Marketing. Re-marketing, that is.