That spells good news and bad news for parents. The good news is, that tightness between marketer and consumer keeps the marketer honest. Kids are in the driver's seat. If they aren't interested, if they don't derive value from the experience, they go away. Death to the marketer.
Teens like to interact more than merely read.
Bolt takes it to the extreme, with virtually all its content coming from registered members - chat, discussion boards, polls, etc. An example of one Upoc-enabled community, created by a kid in New York, is all about New York celebrity citings. These people are self-selected. A new kind of marketing is emerging whereby the consumer is the marketer, or, as LEGO puts it, the consumer becomes part of the company. Having consumers increasingly in the driver's seat has to mean less hype and more authenticity and substance from marketers.