Maggie Gallagher

Romantic lovers require from each other at least the facade of reason: We desire to be what romantic love makes us appear in the other's eyes. We want to imagine we are deserving of the love we inspire.

Social enables word of mouth at an unprecedented scale. Its most powerful effect, through reviews and recommendations, is to put product quality and value for money as the key to success in commerce. Social brings a level of transparency that prevents marketers from advertising their way to success without underlying product quality.