The human genetic make-up is less than 1/2 of 1% different from that of apes. In other words, our form is so complex that a tiny variation alone can account for our myriad differences.
Further, genetic variation takes millenia to effect. Climate doesn't change on a Tuesday leading to species change on a Wednesday. This sort of causality takes thousands and thousands of years.
That said about every 30 minutes in advertising agencies, in the trade press and in dozens of ad blogs you hear the grand proclamation "this will change everything."
Nothing will change everything. At least not in our lifetimes.
I think about changes in communications like I think about turkey sandwiches. Since the beginning of time if you ran a deli and you bought too much turkey, you put a sign outside of your shop that says "Turkey Sandwich Special--$4.99."
People, since the beginning of time, have evaluated that ad and responded accordingly.
Today's deli owners do not attempt to incite a conversation about turkey sandwiches or any some such. They put a sign in front of their store. Simple.
Signs in front of stores are the essence of advertising.
They've worked since Hector was a pup. And will continue to work.
Despite the mindless chatter that proclaims "everything's changed," nothing has really changed.