There's lots of Bzz on the subject of open source marketing. Interesting argument between Scoble and blakeross.com

Interestingly enough, the authority on marketing, the American Marketing Association (AMA) has nothing on their website about open source marketing.

Dana-
I'm not surprised that AMA hasn't jumped on this yet. They seem to me to be the Time Magazine of the marketing world. Once a trend (or personality) makes their radar screen, it's past the buzz stage.

I think the Firefox situation will heat up substantially, and that will then be a catalyst for the media's coverage of other open source trends.