These guys are hell bent on capturing the young "consumer". As lame as their "So, tell me what's cool?" approach is, they are still in charge of serving up the goods to feed the machine. Those of us in the business of creating brands that create customers now have a choice:

1. Believe that most people are the clueless masses and thus persuade them decide what they need and create our bottom line.

or

2. Believe that true democracy (collective decision making) is inherent to nature and create products and services to serve people where they are naturally headed.

Which way would you go? Why?