Lee Oden has an overview of a ACCM session held in Chicago.
I think one of the key ideas is that web users are turning to their peers for reviews. I have no precise data to back this up, but this is certainly a society wide trend. The role of the “expert”, especially in new media, is dying as people increasingly use technology to bypass traditional hierarchical structures of control.
In short, they want their mates to advise them what to buy, not some distant talking head. This is the reason why slick sites often fail to sell stuff, and why Amazon makes a fortune.
Lee touches on a lot of topics. Well worth a read.