marketing the future

Just noticed my friends at IFTF have launched a new blog on the Future of Marketing, as part of their ever-widening campaign to market the future. Er, okay, that's not a very good portrayal of what they do, but it sure sounded clever at first. Anyway, it should be interesting -- go have a look.

BTW guys, have you seen this Xtreme Retail 23 site? Interesting case study that combines future-of-marketing content (RFID, pervasive computing etc.), marketing-of-the-future content ("the latest from IBM Labs"), and a nice shiny meta layer of future-of-marketing-of-the-future, in that it's a pseudo-independent pseudo-blog that is more or less a bunch of IBM brochureware. My question to you: would customers say this is effective marketing, or would they say it's transparently lame? I don't have the proper critical distance to assess it objectively.