Af­ter meet­ing with more and more mar­ket­ing agen­cies it has be­come clear to me that peo­ple don't un­der­stand a in­ter­net us­er, one that us­es tools to spread their pas­sions and in­ter­ests, they are VERY dif­fer­ent the a TV watch­er that takes in the con­tent and goes to sleep! All con­sumers are not equal and the quick­er Brands un­der­stand that and use this nugget they will be able to dis­tance them­selves from their com­pe­ti­tion.