I think the internet has a collective memory problem.
Case in point, interactive music videos.
The first time I saw one of these I was 18, sitting in my room in my parents basement. Probably up way too late. And someone, somewhere posted about the Cold War Kids music video for I've Seen Enough. And it blew my mind. Sure, it was slow to load but this was cool, man! This was something special.
And this was ages before HTML five, CSS3 and all the other trinkets people talk about today.
Now, years down the line, marketers have co-opted this technique. And they're not doing it much better (if any better) than the Cold War Kids back in 2009. I'm not saying that this is a bad thing but maybe it shouldn't be as celebrated as it is. Because by celebrating these things we're creating two worlds for content.
One, the real world, where people get to be experimental and wonderful and really do things that are astounding. The second, the marketing world, where people are patted on the back just for getting something made.
That's not the point of marketing. Something should be remarkable because it is a thing in marketing. It should be remarkable because it's a thing in the world. this is rare, sure. But if that's not the goal then what is? What are we doing here aside from jerking each other off?
