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It's a really nice idea - and one that theoretically works with great products. So BMW, Apple and Armani (sort of!), who all have a loyal following, can wait for the crowd to beat a path to their door. What hope for unglamorous brands in commoditised markets? Great stories are harder to come by. Creating fashions is not just unpredictable and uncontrollable - it can seem incredibly contrived if it's forced. What worries me here is the implication that only brands with a bit of underlying coolness will ever reach web nirvana. And so many older brands robbed themselves of that chance years ago.