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Everyone in the industry believes that some sort of regulation is arriving and it is likely coming rather soon. The real real question is what's going to the regulations look like. Ideally all those involved will make an effort to reach a level of total knowledge of internet usage and data usage as a way to allow website visitors to use the internet what ever they want and as a way to allow internet based companies to keep largely successful while still allowing website visitors to control what information is released.
We all know who Coke is a result of their century-old branding. I'll obtain a soda from their store because I know who they are. If you're marketing me XYZ Soda in a very store and it is sitting beside a bottle of Coke, guess what one I'm going to pick? But, befriend me via a online community site, put a name to XYZ Soda, I'll probably at the very least give it a try the next time I'm in the store. If I like it, maybe I spread the phrase to my buddies, and they on their friends, and also on and also on. You get the idea.