Absolutely true, but so what? The first banner ad had a click-through rate of like 70%. Novelty works. That&#x27;s why ad agencies have never gone away: they are tasked with doing something new.<p>But novelty can exist within a specific frame. The print ads of the 1950s stopped working, and a new approach to print ads was taken in the 1960s. The TV ads of the 1960s stopped working and a new approach was taken in the 1970s. Flashing banner ads that say &quot;Click Here!&quot; don&#x27;t work the way they did in the 1990s, so a different approach is being taken. That approach will stop working and something new will be ginned up. But that doesn&#x27;t necessarily entirely invalidate the technology being used or the basic form. Chances are the tech and form evolve, and the evolution will be driven by the dominant companies in the category. Revolutionary change is rare.