“In truth the web had little option other than to evolve from a collection of connected individuals searching for content into a network of connected communities sharing it among and between themselves. The sheer volume of online content could by now no longer be effectively organised or efficiently searched in any other way.
So friendship, it seems, is the natural content filter in the digital space. Being both a more reliable and an infinitely more personal one than even the most sophisticated algorithm…”
Peter Russell | ‘Game Changers. The Evolution Of Advertising’ Cannes 2013.