-Personalization of the Consumer (consumers want products that meet their unique needs).
-Flip from fixed costs to variable in marketing (i.e. social) and distribution (i.e. lower/no slotting costs, Amazon, etc). Author mentions mkt.
Imp because had they drilled into offline- they would have identified true drivers. (Hint: not getting a ton of VC $)
[Am I embedding a Tweestorm inside another TS inside another TS?? Is that a thing??]