Some very interesting and relevant points. The key concept that is developing in private networks is intimacy. Can brands play in this sphere? Yes, but they must do so carefully, i.e., with permission, and respectfully, i.e., by abandoning the broadcast model of marketing communication and embracing a personalized, conversational and value approach. Big data is key in this strategy, as consumers continue the trend toward trading their ‘private data' for real value from businesses and brands.