Social Media seems to be having an interesting side effect of empowering the people who speak the truth about an idea or product. Its not so much about how much money you throw at something to get the word out. The customers have so much more power to approve or disapprove a product or service. Its more important for companies to maintain an aura of community interest with the consumer cause that is who is doing the most to sell great products. With bloggers able to be their own bosses and maintain a safe distance from corporate politics they dont have to compromise their values or reputation to sell something to keep a job. Now its merely having the street credit and some good writing skills to be respected and listened to that can sell or doom a product or service.