It means that earned media is more powerful than paid placements. It means that interactions (participation) make everything better. It means that endorsements from your network are more influential than not. It means everything is coming together as a paid, earned, owned, shared media matrix.
The trick with native advertising, to make sure it doesn’t go the way of straight up paid advertising, is to not make the ultimate consumer of the ad unit feel like they’ve been tricked into seeing it and engaging with it.