"power comes ... from controlling consumption"

"Start with production: there certainly was a point in human history when economic power was derived through the control of resources and the production of scarce goods:
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However, for most products this has not been the case for well over a century; first the industrial revolution and then the advent of the assembly-line method of manufacturing resulted in an abundance of products. The new source of economic power became distribution: the ability to get those mass-produced products in front of customers who were inclined to buy them:
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Today the fundamental impact of the Internet is to make distribution itself a cheap commodity — or in the case of digital content, completely free. And that, by extension, is why I have long argued that the Internet Revolution is as momentous as the Industrial Revolution: it is transforming how and where economic value is generated, and thus where power resides:
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In this brave new world, power comes not from production, not from distribution, but from controlling consumption: [Moi ici: Daí que o texto citado aqui dê tanta ênfase aos influenciadores] all markets will be demand-driven; the extent to which they already are is a function of how digitized they have become."

Trechos retirados de "Manifestos and Monopolies"