Glad you made it to sunny California, Mitch. I hope you were able to enjoy Rubio's fish tacos as well!
Interesting points about the value of online marketing - which is leveraging and networking (as Rubio's is a great example of) - and your key point of demonstrating value is the channel to unleashing the greater potential of these new marketing strategies.
When online marketing, and social media, are seen as a critical advancement of business and success, the resources will follow. To too many, it is still seen as a nice exercise and optional communication link to customers.
DHagar