In a survey by the USC Annenberg School for Communication, zero percent said they would be willing to pay for Twitter. What would happen to all the hours people spend on Twitter if it became a pay service?
Realizing that fans' creative energy can increase awareness and sales, marketers are giving more control of brands to consumers with campaigns like Mountain Dew's Dewmocracy and Doritos "Crash the Super Bowl" contest.
Information is abundant and free; collating the threads of its different parts becomes the scarce source of value. It may interest us all to know that this was the premise of Time Magazine when it was founded.