I don't disagree with this, but I think that customer 'laziness' is really just people relying on what they know, and is something that can be shifted. Marketing may never uplift anything, nor can it. However, it can influence how people perceive something new.

Marketing, if done well, can transform a radical design or idea into a positive, must-have device. I hate to keep using apple, but I can't think of another company that does this as well as they do.

Marketing on the product development end of things, however, is another story. On this side it is certainly true that marketing, unfortunately, seems to rule and often produces lack-luster, pedestrian results.