“Treating users of free services like cattle is as old as TV, radio and billboards. It may be as old as people painting in caves with charcoal and spit. The difference now isnít in Facebookís manners, which are no different than those of NBC or the New York Times. The difference isnít even that this time itís personal. Thatís been a holy grail for advertising since the beginning as well. Facebook is reaching for a golden ring here, and Iím inclined to forgive them for doing that.
The main difference is that weíre not powerless any more. That was the core message of this line from Cluetrain: we are not seats or eyeballs or end users or consumers. We are human beings — and our reach exceeds your grasp. Deal with it.”