We currently consider a value exhange at places like Facebook to go like this: I give you my personal data, I get back a free service that allows me to connect with hundreds of my 'friends.'
The question is - do those values equate? My hunch is that the our value expectations are shifting. We are starting to expect more.
A perfect example of of this is the Yelp Elite Squad that gives frequent reviewers, and as Yelp puts it those who 'have a lot of sway in the community,' different perks. In return for your contribution you receive gift certificates and party invites.
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