One implication of this paradigm shift will hopefully be the elimination of "preceived value" in the consumer's mind - they will no longer be able to pay for this illusion. Instead manufacturers of goods and service providers will have to rely on producing product of more intrinsic value than there competitors instead of relying on their advertising dollars (which have never been of any help to the economy by the way.) and marketing services providers to create "value" out of thin air. An example? Almost all major drug store chains, Walmart, CVS, Walgreens, carry their own brands of OTC drugs like Excedrin. They contain the exact same compounds and sell for almost half the price. Well guess what? In 2008 sales of Excedrin were dramatically down and CVS was one of the few retailers to post a profit because so many consumers bought the CVS brand instead of the higher priced brands with the higher "perceived value."