Grassroots Marketing - An age of Non-Marketing?

From my last post, one of my friends started asking me about Pepsico's "G" campaign. I took a look into it a little deeper and found that the latest trend in online marketing is "Grassroots Marketing" or Non-Marketing. This new kind of marketing runs on people's curiosity. By putting a strange and interesting ad online that draws a sense of mystery, it raises the chances for people to pass it on virally. 

An article I found online about Grassroots Marketing tells us that, there is "little or no money spent on marketing or advertising. The biggest downside is that it is time and energy intensive". The article also talks about the three F's of Grassroots Marketing as characterized by Feel-good, Frequent, and Free.

In a sense, Grassroots Marketing takes 'word-of-mouth' advertising online and very well viral marketing to an extreme. This explains the "G" -gatorade campaign.

(Source: http://corporate-marketing-branding.suite101.com/article.cfm/the_latest_marketing_trend_nomarketing)