What is 'Primary Advice'?

The FSA's Retail Distribution Review suggests a brave new world where certain kinds of 'retail investment product' would fall into a lower-maintenance regime which they would classify as 'Primary Advice'.  The more complex stuff would be handled by 'Professional Financial Planners' (top notch) and 'General Financial Planners' (one step down).

This scenario raises all sorts of practical considerations:

• what kinds of product would realistically fit into the 'primary advice' model?  At a recent poll at an FSA training day, a roomful of experienced IFAs found themselves unable to extend the list much beyond 'cash deposits'.  Is there a 'simple ISA', or a 'simple Investment Bond'?
• what of those professionals who provide an advice-based service?  Such a service might well result in a recommendation for an instant-access building society savings account, as much as it might recommend an Income-Drawdown product, based upon a Wrap.
• for those advisers attempting to provide a reasonably comprehensive service, might the delivery of financial solutions not require the addition of a complex product to a simple (primary) one - or vice versa?  Where the effectiveness of one product is predicated upon the setting up of another, who then becomes responsible for the advice?
• if 'primary advice' is focusing on the product, where oh where has the focus on the client got to?  The majority of professionals are intent on delivering solutions, not flogging products.

It seems to me that the very fact that this suggestion has been made in all seriousness, implies that the FSA does not have a clear idea of what financial intermediaries are about - namely the delivery of effective solutions, rather than simply the distribution of products.

So...

If you were going to restructure this market, how would you do it?