This is a clever move. The less control a company has over its marketing message, the greater its credibility.

- Pamela Talbot, expert in consumer-product marketing and chief executive of the American side of Edelman, a giant public-relations firm.

You're not the owner of your product anymore.

- Enrique Dans, eCommerce expert and Professor of Information Systems at the Instituto de Empresa, Madrid (Spain)

As you move down the long-tail, your marketing becomes less about the product, and more about the people.

- Mack Collier.

Relationship takes the passions we put into creating businesses and makes them work in the social context we call a market.

- Doc Searls.

We were very small and very poor, so we built a lot of features that were deliberately viral.

- Catherine Fake, Flickr Founder

Yes, I do own up to using the phrase “pinko technologies” when talking about social software.

-      JP Rangaswami, CIO, Dresdner Kleinwort Wasserstein