How Do We Solve the Media Rebate Issue?

Ok. So by now a lot of people in our industry have weighed in on the media rebate issue. It’s been a discussion brought into the limelight by Jon Mandel at an ANA conference and now people are either taking sides or feigning ignorance or just ducking the subject. I think most of the conversation so far does nothing to determine how big a problem it may be and what might be a solution to the so called controversy.