The web, new and free media platform?

So WK London announced on their blog that the Honda Civic ad has been viewed 804 OOO on its website.
All this traffic with no online media buying that I know of.
So is this just another step towards the end of TV, like a lot of gurus predicted?
What’s clear is that when you watch a tv ad interrupting your show or movie you’re in a whole different mindset than when you choose to view it.
Imposed Branding vs Requested Branding

a very good comment on the blog from Simon Andrews (whoever that is):
This is a sign of our times:
If you have a good ad you can get a big audience on the web for free - so why buy media?
If you have a crap ad no-one is going to take any notice - so why buy media?