we're beginning to see a greater focus on something that is not even a new idea – that the products and services businesses create should be fundamentally good.
This is not some romantic notion of a utopia where only good or useful products exist – it is a business imperative. Where we used to advertise 'at' people, technology now creates more opportunities for people to answer back – not just to the advertisers themselves, but to everyone.
If your product is not as good as the competition, or if it fails to live up to your claims, the world will soon know about it and no amount of cleverness will save you – nor should it. Businesses ought to welcome the feedback and dialog. Harnessed correctly, it will make things better for everyone.