The first markets were filled with people, not abstractions or statistical aggregates; they were the places where supply met demand with a firm handshake. Buyers and sellers looked each other in the eye, met and connected (p. 74).

In the 20th century, the rise of mass communications media enhanced industry's ability to address even larger markets... with larger markets came larger rewards, and larger rewards had to be protected. More bureaucracy, more hierarchy and more command and control meant the customer who looked you in the eye was promptly escorted out of the building by security (p. 76).

We know that the real purpose of marketing is to insinuate the message into our consciousness, to put an axe in our heads without our noticing... Ironically, many of us spend our days wielding axes ourselves. In our private lives we defend ourselves from the marketing messages out to get us, our defences made stronger for having spent the day at work trying to drive axes into our customers' heads

Networked markets are changing how messages are received: “finding themselves connected to one another in the market doesn't enable customers just to learn the truth behind product claims. The very sound of the Web conversation throws into stark relief the monotonous, lifeless, self-centered drone emanating from Marketing departments around the world” (p. 81).

Searls & Weinberger suggest that:

PR departments should focus on stories, not spin

Embrace the power of word-of-web over advertising

Replace brochure-type content with opportunity for dialogue

Get away from TechnoLatin: "It's not language, it's camouflage... speak real words. The new Web conversations are remarkably sensitive to the empty pomposity that has served marketing so well. Until now" (pp. 102-103)‏

Get over the fear of what the peons will say. Use them to your advantage in reaching out to customers.