Before you start lighting up those pitchforks and come after us marketers with a mix of mass hysteria and moral panic, take a look at your own online behavior and ask yourself, which scenario you prefer? Go to Amazon and start shopping (presuming you have been there before), and ask yourself, "what is the experience like?"
It's the time of the year when brands are glued to their social media analytics to try and decipher if the millions of dollars spent for a 30-second spot was extended, enhanced and otherwise optimized by the traction that it may (or may not) have received in the social media space. But, here's the thing: what were the best two ads you remember from last year's Super Bowl? Any idea? Did it roll off the tip of your tongue? Are you currently a valuable customer of theirs?
Having the power to create an app that a brand or media entity can control, update and change on the fly (that isn't beholden to another media entity) not only makes sense, but points us to a new day and age where brands can develop their own media.