It will be the products and services that dig in the right emotional place, and build real emotional consumer engagement, that will ultimately strike consumer gold.

FORBES: Emotional Engagement: Where Brands Strike Gold. And Make Money

As firms like ShareWave and TiVo preen their technologies for consumer markets, they also seek to strike deals with consumer electronics firms.

CNN: Set-top boxes, home networking grow up

McCain said the senators attempted to "strike a balance" between consumer-advocacy groups and industry.

WSJ: Senators Propose Privacy Bill of Rights

In whatever medium, the trick remains the same: strike a balance that holds consumer attention optimally in both media.

FORBES: Creating the Perfect Super Bowl Ad

This is clear in Europe, where a directive from the European Commission tells the courts to strike out any unreasonable contractual obligation on a consumer if he has not freely negotiated it.

ECONOMIST: Legal disclaimers

"We need to make sure that we strike that right balance between driving value to the consumer and the merchant on small-ticket" purchases, Mr. Sheedy said.

WSJ: MasterCard, Visa Seen Raising Fees

But other consumer advocates say they're confident Baucus will be able to strike a good deal.

NPR: Baucus At The Center Of Health Care Debate