Adverts turned into conversationtional value

I want to comment further on the post by Charlene Li on the acquisition of Right Media by Yahoo!
While here post and the Right Media (not to mention Yahoo!) focus on serving up advertisements, I want to change the setting somewhat.
If instead of serving up ads, the 'advertiser' served up ideas or even dynamic conversations what would happen?
The advertisement would become a conversation and although push in the first place could quite quickly become the method for pull.
The concept turns online advertising into a form of interaction not dissimilar to RSS feeds.
Instead of shouting, PR can enjoy a conversation with interested parties.
What will be happening will be that values will become a currency between users and organisations... nice thought.