I missed this when it was posted. But I note it sadly.
It was sad enough when the founding fathers of "Positioning": Jack Trout and Al Ries parted company. Now the pioneer of Word of Mouth Marketing, George Silverman is slugging it out with Trout. See Jack Trout Attacks WOM marketing -- We've made it!!!!
So who's right? Hey, when King Kong fights Godzilla you don't take sides. You duck!