Redfin's hubris reached a new level yesterday, claiming one of Century 21's new ads targeted the Seattle-based internet real estate company directly.

Oddly enough, I don't hear the word "Redfin" at any point in the ad. I suppose it could happen if you played the ad backward, but I highly doubt that as well.

Redfin's primary strength has been an inscrutable sense for public relations. But this one's such a severe stretch, I'll be amazed if Glenn doesn't end up on the 15-day disabled list with a torn hamstring.

There are many companies who rely heavily on the Internet for their business. There are many agents, including some who are dodging the urge to purchase a gold coat, who do the same. What separates these companies and agents from Redfin, aside from the chutzpah to keep asking for venture capital? We show properties to our clients. And we don't collect an upfront, four-figure fee for taking a listing (or, more correctly, for entering a listing in the MLS after the client completes the paperwork themselves.)

Century 21's new ads are varied but the message has little to do with what's being said. It is all about the gold coats. People recognize the coats. Think it's a silly notion? Think about Jack-in-the-Box. Not only was "Jack Back" but Jack was everywhere. The best marketing icons live on long after someone had the silly idea to retire them.

(Want further evidence of the power of marketing? Finish this sentence: "two all beef patties, special sauce, lettuce, cheese ...")

Redfin's post seemed reminiscent of a B-list celebrity appearing on the Surreal Life or other such shows. The 15 minutes (13 minutes in Redfin's case, courtesy of 60 Minutes) is over ... the quest to squeeze another couple of minutes' notice out of an apathetic public continues.