The Long Tail/Anderson 163-174

166 The audience is migrating away from broadcast to the Internet, where niche economics rule. Given greater choice, they are also shifting their attention to what they value most—and that turns out not to be formulaic fare with lots of commercials.

168 We are in the midst of the biggest explosion of variety in history.

169 As companies compete to indulge this yearning they began to elaborate mass production into mass customization.

170 The overwhelming reality of our online age is that everything can be available.

174 The more choice we have the more we have to decide what is it we really want. The more we reflect on what we really want, the more involved we get in the creation of the goods we buy and use [via customization]. The more we participate in the creation of products and services, the more choices we end up creating for ourselves.”