Goes around, comes around

This line from today's Guardian Media Alert caught my eye. Apparently, it is on page 17 of the Financial Times, although I can't find the corresponding story on the FT's website:

"The latest thinking in internet advertising is to attract a desirable audience and the money will follow."

The latest thinking? Isn't that the same thinking that took place before the Nineties dotcom disaster, with companies spending fortunes to secure an audience and never worrying how they were going to pay for it?