What Integrated Marketing is really about !

The Tom Peters Blog has a great "Thought for the day" about Integrated Marketing:
Marketers don't do integrated marketing, customers do. Customers integrate all experiences with a company into a composite impression. If a customer decides that listening to music on hold for 15 minutes while waiting for help tells her more about that company than their radio commercials, that's her privilege.

Do the marketing efforts of most companies recognize this ?
Is that supposed to be a rhetorical question ?