I think it's been happening for a long time; since the war, I reckon. The marketing men have been getting better and better at chopping music up into little chunks that they can flog to a public that has been similarly chopped up.
But all hope is not lost. As society changes boundaries may (and, I hope, will) become permeable once more. The technology will change things as well, which may (and, I hope, will) have an eventually disastrous impact on the multinationals. One of the big issues in the culture clash I referred to earlier is the rejection of the Western way of doing business. I think the internet is going to be instrumental in changing the way business is done over the next century or so.
MG