Summer Fading, Hollywood Sees Fizzle

Can this possibly be correct?  Hollywood may be starting to get it...and the NYTimes is then printing it?  Something seems wrong here.  This exact topic was discussed recently on LQ Radio.  After blaming file sharing, piracy and a whole host of other things that were obviously incorrect it seems reality may have slapped them squarely in the face.  Kudos.  From the article:
Multiples theories for the decline abound: a failure of studio marketing, the rising price of gas, the lure of alternate entertainment, even the prevalence of commercials and pesky cellphones inside once-sacrosanct theaters. But many movie executives and industry experts are beginning to conclude that something more fundamental is at work: Too many Hollywood movies these days, they say, just are not good enough.
..you think it's possible that the RIAA will wake up too?  I didn't think so, but it's nice to dream ;)
--jeremy