The power in commercial relationships has shifted dramatically since the net. It has removed the power previously held by companies and institutions and handed it to individuals who choose to use it.

No more can an enterprise afford to ignore or annoy an individual without cause, or even with cause, as the individual now has  the capacity to publicly respond with twitter, facebook, linked-in, et al, and have an impact inconceivable just a few years ago.

This is not evolution, it is revolution, as the constraints on the ability to communicate and coalesce around an issue is unprecedented, and represents a fundamental re-ordering of the balance of power. The  changes in the external environment are changing much, much quicker than the average organisation is able to change in anticipation, creating a significant short term risk for many of them.