The currency of our ideas

When you watch this Levis video, do you admire dudes doing backflips into their jeans, or do you pay homage to an awesome new business idea like we just did?

We think San Francisco agency Cutwater is on to something big. They may have discovered the formula for an epic viral video that they can sell to whoever wants some coolness. Compare the Levis video to this video the agency did for Ray Ban last year, and you'll see what we mean.

Philosophically, we're now pondering a simple question that has profound implications. Do we sell ideas for clients, or directly to clients nowadays? Continuing that line of thinking, how does this conundrum affect the agency model? How much should our unsolicited ideas cost? Ouch. Our head hurts.