Not everybody in marketing sees the entire world as an advertising opportunity, it seems. According to Silicon Alley Insider, Procter & Gamble’s GM for interactive marketing and innovation, Ted McConnell, isn’t keen on Facebook ads.

Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.