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Well, firstly on the idea of branding, this is nothing. Obviously billboards and print aren't going to go away, and the web is even worse. Businesses online should join the planning department in attempting to figure out ever more effective ways of engaging customers in a direct dialogue with them. So that's a huge footprint, the internet is one big ball of it. But you don't have to be a part of it, you can still be in control again. People have certainly become desensitised to the whole act of shopping, and some companies are already doing it very well. In my experience we all liked to feel like we were at the centre of things, that we were special. The web continues to have the ability to do some of this for us, not just bring brands to us but allow us to voice our opinion, it's a perfect opportunity to understand the issues about a particular brand and to decide what to do about them, putting us back in control. I'd like to think of the feedback from our kids as an example. They'd only buy Lego for a particular reason - a friends Lego. They'd see that a Lego company implemented a new policy or issue and something would happen. They might write a letter or email about it. "Hey, I'd like to buy this product, but think you're doing this wrong, I'm glad you changed, good on you". So what about brands? It's important that they're good, but branding won't be the only thing, it has to be something that people want to be a part of. So we've got the people who just want the shoes and the website, and we've got the other 2 groups, and what are they going to do when they see an amazon.com? Well, we now have the websites that we can call upon to tell us what people like from the other side. Branding is a very important thing, but so is knowing what people are interested in. That's why those companies are now giving us the opportunity to think for ourselves. I'm keen on companies that are trying to tell us what they want us to say about them. I really like d2c66b5586