Editorial: On attention spans

Quote of a yet to be determined time period, from this Rory Sutherland blog:

Fletcher seems to think ads have become shorter and faster because young people want messages in a telegraphic form. Yet is it not also possible that ads are now shorter because nobody in any media buying outfit seems capable of justifying any length greater than 30 seconds, nor has any incentive to do so? Do young people really have such fleeting attention? The hormonal little bastards seem perfectly capable of playing Grand Theft Auto for five hours straight without even taking a piss. That doesn't look like wandering attention to me.

See, games really are the comms media du jours, nes cest pas?