You’re right. But any size company can benefit from looking at the pop culture and thinking about what people want – modeling their offerings after that, rather than just copying everyone else. I wasn’t suggesting that long tail commerce is the magic bullet, (no such thing as a magic bullet) but I know that companies that take the time to consider alternatives usually end up meeting customer needs better and growing stronger revenue streams. The problem is that many companies are so swamped just trying to meet payroll, that they rarely take time to come up for air and see what’s possible, and often necessary for the future.