Isn't the web becoming like the stock markets? We can be successful for a while doing what everybody else is doing, but sooner or later, we'll crash with all the rest. Or alternatively, isn't web marketing more like a game? And if so, is it of Hollywood-type (with few very big winners, many players)

I think in the long run, consistency and relevance will win out. Some of what this video suggests are almost standard things that we all need to do just to be in the game though.