I think in both instances, it's a connection the customer has with a person or brand that leads them to purchasing a product. Sure, I love chocolate too, but I'll go for a snickers bar because "it satisifies me" before I purchase a Kit Kat. With the advent of Social Business, the relationship a customer feels when they have an extroidanary experience with any brand brings them that much closer to a brand the next time they have an "impulse buy." No matter what we sell, B2B or B2C, businesses do not have emotion. People do.