Doc Searls, of Cluetrain Manifesto fame writes about the importance for businesses and consumers to manage relationships, not each other:
You dont click on an accept button when you go into a restaurant or a bike shop, even though the legal contexts of your actions are plentiful. Thats because you and the owners of the store have a middle ground. You understand each other as free and independent beings, not as captor and captive.
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