The difference between market research and marketing

Earlier today I posted my reactions to a marketing piece from Communispace promoting the benefits of mobile in MROCs. Communispace reports that in their research "connected consumers demonstrate a strong appetite for contact from brands." The folks at Communispace are really good at marketing and I honestly admire that about them, but when they say "strong appetite" I read that people are open to contact from brands on their mobiles. But MediaPost.com gives us a demo of real hyperbole in action. Their take on the Communispace research: "people are craving communications from brands." My dictionary tells me that craving means having "an intense, urgent, or abnormal desire or longing." I mean, really.