I can understand that somebody being exposed to this idea for the first time would be dubious. If you'd rather hear it from some of the world's top creators, check out presspauseplay.com.
@icebraining: I never said that idea was new, all I said was that apparently everybody hasn't been exposed to it. There are a few different opinions in this documentary, from this arrogant writer who got famous with the old model and is now in love with the new one because he can deal directly with his audience, to art lovers who are humbly searching for new ways, in theory or in practice. But this isn't the subject here, and you don't provide much to support your point of view yourself, so I'll stop replying.
The first time? That idea is being pushed since blogs started gaining mass recognition, if not before. Hearing famous people (particularly ones who got famous with the old model) repeat it doesn't make it true. Do they say anything interesting to support their position?