[yellowapple]

That's all fine and dandy in theory, but from personal experience, I've found that it hasn't made much of a difference, probably for the same reason that the proliferation of automobiles has yet to result in the world's youth being proficient in automotive repair, or that the proliferation of the written word has yet to result in the world's youth being composed of poets and novelists.

The reason (in my observation, at least) is that being familiar with using something doesn't immediately translate to being familiar with creating something. Now, for a job where the using is important, a "digital native" might actually stand a chance (assuming that the something being used is similar enough to what he/she has used previously that patterns can be matched and the candidate's brain can perceive the thing being used as "intuitive" or "user-friendly"), but the article seems to imply the creation side of things (by referencing "media giants" and startups), where the skills don't completely cross over.