Oh yes, it's been the new marketing buzzword for a few short years now. There aren't customers anymore, and people no longer even [i]listen[/i] to music - they consume music, as the marketeers started referring to it I loathe the word and I loathe the massively [i]increased[/i] power and dominance of marketing and PR in business, in controlling the creative industries, and in the shaping of public opinion in politics to benefit the narrow interests of those in power Which is why it's odd to hear ordinary people adopt cold, and ultimately transient, marketing terms In the book, The Hitchhikers Guide to the Galaxy, the Golgafrinchams put all the most useless people on their planet on spaceships and blasted them into space - this included all the marketing people :)