I agree totally--particularly with the statement, "The social web is the perfect venue for doing this. Brand managers who successfully connect the dots and add to the collective good in their customer’s lives will dominate. Being authentic, honest, and trustworthy–is how the marketing gets baked in these days."

This makes me optimistic about the future of www.greenspirationhome.com because we really want to filter experienced-based information down to the homeowner/consumer.  It's too burdensome for consumers to access the multitudes of marketing messages.  They want (and need) peer-to-peer information that is put forth in a formalized yet easy-to-understand format.  They must identify with the messenger!