In this situation, the marketers, advertisers, and corporations in general are winning, while the consumers (in this case: teenagers) are the ones losing. Interestingly enough, the marketers have cleverly devised a way to make the consumer feel as if the behavior of “liking” is a self-induced activity, when in actuality, the advertisers are purposely setting everything up for the consumer to behave in this way. The mere connectedness companies have with each other allow for corporations to reach from a convenient inter-web of consumer information. Therefore, consumers become predictable..while companies COULD spend time manufacturing the next big thing, (this is what companies USED to do) companies no longer need to think about what product to make because the consumer is able to pitch their own ideas in. For instance: the new Lays campaign focuses on the idea that anyone can make their own nationally popular flavor. The key thing here is that people vote on each flavor–the one that has the most “like’s” will win a tidy sum of money. Here is my point though, consumers are essentially doing the creators and marketers job….because after someone posts their potato chip flavor, they’ll probably share it to get people to vote on it, and voting on it will bring more people to Lays. So good one lays.