Father of Direct Marketing doesn't like the word "direct"

Quote from Lester Wunderman..

"'Marketing is all about matching and connecting'."

and

"The word 'direct' had a lot of meaning to marketers in the 70s and 80s but is almost meaningless now.

"We have to move on to think of ourselves in a broader marketing context and to figure out the right descriptor. but it certainly isn't 'direct'."

Don't call it Direct Marketing: