The recent Time cover story on Twitter by @stevenbjohnson makes this same point when he talks about how measuring American innovation in PhD's and patents misses the point. Innovation that creates value can occur in many places along the value chain. If your context has significant end-user innovation then you must adapt by spending your time and money on connecting, building trust and empowering your end users instead of trying to figure out how to amuse or entertain them.

Nice presentation Dave, thanks for linking to it. Gives me some helpful language to help describe the shift.