The idea of stock photography and illustrations has been around for years. I uses stock images all the time for budget or timeline reason. Usually, begrudgingly. But more often than not, the idea really doesn't suffer. And sometimes when you work with a photographer or illustrator often you don't really get exactly what you were looking for anyway.
One thing I find disturbing here is the comoditization of beer ideas or soft drink ideas. No business has the same set of challenges that their advertising needs to address.
Also, could this lead to an era when we see outsourcing of ad creativity to other countries like in software development?