Is 2.0 turning Marketing social?

Think about marketing: it naturally has a specific aim, which is spreading it´s message right into the heart and purse of the consumer. Somehow now using blogs or virtual worlds for advertising or events the individual has the chance to react and companies might get under pressure. Their marketing message could get lost in a fluid and participatory discourse, where criticism reaches potentially the same amount of people as the marketing message - in contrast to one way mass media. But what if companies stood to the rules of the particular format serving individual and human needs in an interactive setting with having everyone watching? Would they have to be seriously social? Would marketing communication become human?