I cannot recall one single example of CPG broadcast advertising *on the web*

Well, I suppose this gets at the heart of what is and isn't Gonzo. Is Coca Cola's "Unity Chain" Gonzo? Is Clorox's Generations and Innovations Gonzo? Is Procter & Gamble soliciting feedback on Cascade Gonzo? They all make nods at user involvement of some sort or other, and they are all CPG. Where do they fit?