I burp out so many silly, concepts that make others go "Huh?", I lose track of them. Let's see if I remember that one. Didn't it say something like the corporate machine of the new millenium is inculcating it's own warped morality on the eloi, lotus-eating masses where what's good is what brings cosmetic self-satisfacition, rather than the sense of larger united purpose. The new message was "acquire" at the expense of all other societal restrictions. You don't just see this in television commercials anymore, it's infected the culture's art.
If I'm right in that's what the millenium message was, then yeah, I get your point. This is definitely, not that. This is more like the Harry Potter message where individuality and the smugness of personal acquisition matters less than the connection and responsibility to the welfare of other close knit groups. I wonder if a kind of knee jerk revolt is developing from the creators of culture. If so, I say go Joss. Go JK.
I wonder also, if maybe that's why Joss, and the talent he gathers around him have such a problem getting any kind of a significant break from the corporate brain. Their message is not it's message.