“‘To every action there is an equal and opposite reaction.’ So shouldn’t the reactions to your marketing have something to do with your business proposition? 

If the response you’re driving for is a chuckle, or just a pass-along to another consumer, no wonder the gurus don’t want you to measure it.  Given a nanosecond of time to interact with people, the best most of us can do is waste it?”

Jonathan Salem Baskin
(via AdAge)