The Mass Marketing world needs a wake up call. While many agencies have figured out that consumers place more trust and value in the information that they get from peers vs. marketing channels—the temptation to control the "campaign" is still alive and well. There are plenty of examples on the Web of handing control over to the customer and letting them sound off. Here are just two. Jonga, a mash up combining content from Google, Nike and "Jonga TV" provides and invitation-only forum for enthusiasts to participate in. USA Network encourages viewers to show off their character by creating a profile complete with video, photos and consumer generated content. One word of caution—consumers are more empowered and knowledgeable than ever before. Try to fake this kind of facilitation and do so at your own peril.