The maturation of communications and information markets is merely swinging the balance of power to the individual, and revealing the underlying dynamic of human communications. First, don't bet on predictive models of the market or of human behavior. They assume that people react consistently and according to rules. Relying to heavily on predictions makes a company unable to lead and less prepared to deal with what really happens. Markets, society and politics develop through human response and as open, unruly and unsystematic systems.
Evidence is everywhere.
This is called leadership. Second, effective and ethical communications programs will no longer treat people as if they are representative market samples. Defining people as statistical incarnations of mediocrity betrays a fundamental lack of imagination - the imagination required to believe in the reality of other people's lives. These assumptions have corrupted political discourse to the point of absurdity. But the game is up.