"The Net grew and prospered largely because it was ignored.
It worked by different rules than the rules of business.
Market penetration wasn't interesting because there was no market
— unless it was a market for new ideas."

The Cluetrain Manifesto

If the net constitutes a market for ideas — ideas that interest people, not just producers — what's missing today is an appropriate and effective method of marketing those ideas. Mass production, whether of goods or information, has always depended on broadcast marketing in which markets are viewed top-down from the lofty vantage point of long-established power and control. The Internet has destroyed that vantage. Wave after wave of new arrivals have eroded the cliffs it's built upon; the castle is crumbling into the sea.
It's about time.

Gonzo Marketing: Winning Through Worst Practices