marketing 2.0 = services marketing = design thinking
It seems, it wasn't a scientific consideration, but rather political one :)
I think traditional marketing will always exist, I don't think that marketers currently have the desire or time to explore design thinking at this stage, from my experience they are too caught up in day to day jobs. It takes a special type of company/person to start implementing design thinking in an organisation. This is an area that I have been struggling with in setting up my own design research company, who to target and how to sell them the concepts of design thinking / design research.