There is an unseen and misunderstood power within internet which was quite well captured in the Cluetrain Manifesto when they said "markets are conversations". It was an obtuse statement at the time, but blogs are starting to bring home the truth in it now.
Companies like AMP are starting small things which will begin to create payback if they do it right.
http://www.ladlass.com/2003_09_01_ice_archive.html#106434069485868349
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