I keep hearing folks in the online media world, with an ominous sense of fear, say that things feel like "it's 1999 again." As for me, I see stark differences. The growth is driven by blue-chip advertisers, not an irrational IPO market. There is, however, one way in which it does feel very pre-crash these days. Attending an industry conference this week, I was assaulted by jargon: talk of "leveraging platforms," "vertical integration" and "interface management."