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i expect a lot more growth in this kind of understanding, and a lot of it is going to come from the advertising world, simply because effectiveness is proving to be a very difficult measurement problem. there really is little to measure! there are other forces at work.
and since you like umair, he is talking towards some of this. that energy follows intention, the good vs. evil meme, are not quantifiable, they are qualitative. the realm of quality is the realm of the subject(ive).... and this is not the ego we think is so important.
look for subtlety to increase, and a huge necessity for creating more refined measuring tools. we almost are going to need to be inside 6 billion minds, seeing through 6 billion sets of eyes and concepts.