The shift of power from businesses to the consumer continues to accelerate. Long gone are the days where advertising was a one-way street, “Mad Men” style. In the 1990s the Internet helped consumers take the information advantage away from businesses, forcing price competition and margin compression. To offset these effects, many businesses began to focus on their Web presence; an increasing number began to master search engine optimization (SEO). This strategy worked—briefly. But now there is a new wave of disruptive innovation.