The big budgets in TV production I presume are the result of formed habits, similar to getting used to driving a gas-guzzling GMC T-Rex SUV. I have trouble imagining companies like Pepsi handing over their ad budget to Internet guys. But sooner or later exactly this will happen. Just like the Obama campaign was not managed by a large advertising company but by dedicated Web guys, who understand "social" communication involving real people (grassroots).