If you haven’t read it yet, I encourage you to pick up a copy of Chris Anderson’s The Long Tail. The book discusses the transition from mass to niche markets, facilitated largely by the Internet and contributions of "Generation C."
Anderson writes, “In short, though we still obsess over hits, they are not quiet the economic force they once were. Where are those fickle consumers going instead? No single place. They are scattered to the winds as markets fragment into a thousand niches.”
Consumers have more options (thus more control) today than ever before. It is important to understand your target’s preferences and deliver a customized experience that satisfies expectations to keep them coming back. Opportunities abound when you celebrate the individuality that keeps things personal.