Antagonisms, antipodes, contradictions are the core characteristics of the human condition. That may not indicate that these polarites denote dualisms with an either-or outcome. It may well denote the oppositeness of the big variety of variables, dos don´ts, trends, wants, needs and deeds of people. Consumers are people.
That does not mean that they are either people or consumers. Zeros or Ones. Most people are individually in between of something, of a great variance of things and options and do not feel well in being categorized or bossed around with constraints of a certain class or norm. People are the most grey zones of undecidedness, even if they decide in an instant that they will buy or like this or that.
People like to play with decisions, with offerings, with their own identity, with their variety. That is what makes the net such an compelling ground. You play with being somebody, something else, an elf, an orc, a playboy or a car thief. You act "as if" for entertainment and learn that even if you are a normal everday guy or girl you may be supernormal from time to time, and that life is far from being simple, it seems more to be a simplexity.
Let´s be poptimistic and predicht that in the current Conceptual Age, playing and opening up to variance will enrich our life – and the industry. Augmenting our reality may turn out to be a hell of marketing or a fairy tale for making the right choice. Let´s work for an intelligent "in between"......
