Agreed. The only things I trust online these days is what people I trust are talking about. I think it has major implications in the marketing world since people are much more likely to trust influencers, employees and advocates of a company rather than the company itself. Employees and advocates are more effective at sharing company information online than the company in terms of getting the content into the audience's newsfeeds which is far more valuable than advertising space. I think that this is going to be a major trend in 2013.