Well like Gary Vaynerchuk says, “Marketers ruin everything”. But we also hear that “people are smart”. Innovators dilemma and startups are training consumers to expect value added experiences or we will jump so quick. Large companies can’t just “use” their consumers/users and then bait and switch them or there is another startup waiting to catch us when we jump. I think the large companies are realizing that you can’t do that anymore. You can’t use the 48 Laws of Power because the people you are using it with are aware of those laws now, hence social came about. I think the future is pointing towards larger companies having to innovate, create user experiences, continue to iterate and use AI to retain current and acquire new customers. If not, they can join Blockbuster, Crown Books, and Kodak in the deep abyss to now be a case study of what not to do.