I’ve just come across the story about how NY designer Ji Lee got so sick of seeing ads he decided to print up 30,000 empty speech bubbles and post them on outdoor ads in and around the city. It wasn't long of-course, before the public were filling in the blanks, turning a 'corporate monologue into an open dialogue'. The phenomenon was so popular that the best are featured on the website, there is an online bubble project, its a book, and Ji Lee speaks at conferences on it. Its even spread to Italy and Argentina (and why not London?). Just goes to show 'consumers in control' doesn't only refer to broadcast and new media consumption.