Ad-Tech London: Online Lead Generation Taking Over?

Signing up for Ad-Tech London this September I came across a perfect illustration of how lead generation continues to influence ever more areas of modern marketing. On the Ad-Tech registration form, take the question; Which area will you invest in over next 12mths?
Euphemisms for lead generation type marketing now include; Affiliate Marketing, customer acquisition, direct marketing, direct response, email, lead / traffic generation, performance, sales generation.
This is a huge leap forward in just 12 months to see that lead generation can apply in nearly 25% of areas for marketers to invest. This definitely wasn't happening last year.
Who knows, we may be following our American cousins sooner than we think with a dedicated lead generation trade show of our own next year! Are you listening Ad-Tech?