Dave Morgan introduces a simple but profound concept for internet advertisers in ClickZ today. Put consumers first in determining how to serve advertising. Why target advertising when it can be filtered. I ask Dave to take this a step further to social networks as a platform to filter advertising -- a socially networked advertising model as the basis of filtering. We just need to think way outside the box of relevancy, clutter, personalized offers and privacy that Dave suggests. Although they are a good start -- the consumer still doesn't drive the experience.