Profitable business plans always need philosophical bow waves to propel, and often compel, them forward. It is how investments are justified in the absence of hard cash returns.
Customers are in control.
Technology, particularly the Internet, does that to people. They have access to and can retrieve more information than ever before. These are customers demanding control of their relationships with you, not the other way around. The things that customers want today are not the things that customers wanted yesterday. This is the Demand Generation and these are your customers.