Summary: In the advertising world, we sometimes get carried away with the next shiniest thing in front of our faces and neglect the basics. It is true that new tools and methods have moved to the forefront of AdLand, but the principles of advertising and marketing have not totally changed. If advertising is truly a reflection of society, then we can see what methods will work based on the norms our societies are developing. The most recent norm has been the ability to for consumers to group together based around interests, brands, and likes. This, of course, isn’t entirely new. Now the “thought leaders” have grabbed on to the bumper of the bandwagon and have declared this “recent” phenomenon to be “homophily.”