Future of Advertising

Maurice Saatchi stares into his crystal ball and must be one of the first people to ever moot the 'death of advertising'. He then goes on to announce the arrival of a new advertising based upon ownership of one word. For example Google own 'search' and Apple own 'innovation'. Hmmm. Sounds like he's talking about categories and category leadership. But don't Coca-Cola own the cola category. Are