In the welter of new media arriving almost daily, is there an element of individuals being empowered to exercise their right to make their own choices after a lifetime of being told what they want by others.

Boys are taught from an early age to want a sports car by the role models and advertising thrust at them, and girls are taught what to want by magazines and their peers and role models, but do we really need most of it?

After several generations of honing the ability to filter out the mass market advertising we do not want to see, perhaps twitter and the other emerging social networking tools are an opportunity to express stuff that was previously just a personal consideration. The marketing implications of this ability to filter communications coming in, and respond directly to those that attract us for some reason are as important to marketing as Henry Ford was to automobiles.