He has a fairly straightforward perspective:
1. Customers are using it for buying decisions.
2. News organizations are using it for gathering and distributing content.
3. Most smaller firms aren't using it, so you can gain an advantage.
4. Smart competitors are using it.
5. It is cost-effective.
6. Old systems aren't.
Risky or unproductive? "I suggest that the real risk is in waiting too long and being left in the dust."