Content not a KING....now??

[seolearner]

Is it true??? that content in a web page is not considered as a KING now? If yes then Why?!? As for me it is still something that plays an important role. Look if there is no good content in a site then the visitor will simply skip the site.
Let's take the example of an automobile site...if it does not tell about its products, its features and other qualities the visitor is going to return back without knowing anything.
What do the SE Experts present here say? Do they agree with me?

[seolearner]

No body replied to my query!! Giving me no clues how true is the news:- that content is no more THE KING. Why? This question came in mind after reading an article on WebPro news that said that in a conference a handful of speakers at SES Chicago emphasized the importance of keyword placement in pages, a copywriter thinks it's the wrong approach.(Dated:2005-12-09)

I'll really be surprised if no one replies to this posting even after this (not even the webpro moderators!).

Waiting for a reply!Look I'm working on updating plus creating website(s). Your reply can be of great help to me as I want to go by the current SE ethics and dont want my site to be banned because of any such reasons.