Scott Karp of Publishing 2.0 points out some flaws in the current Google line of thinking that they can bring ROI and direct response to the offline world where people have been trying and failing for years to establish ROI.

I’ll admit I’m no expert in trying to determine ROI in offline advertising, but it just seems to me that Google is overestimating it’s abilities here. Just because they built a good advertising system doesn’t mean they have the ability to do it offline as well.