When we launched the WineLibrary website in 1996, I didn't even own a computer yet. I just understood that there was an opportunity here to market in a different way.
Publicly, they claim to be thrilled to have the opportunity to engage directly with their customers; privately, they suspect, maybe even fervently hope, that Facebook and its spawn are fads.
We're not really good at knowing what we want, and we are quick to say 'this sucks'. That's where the opportunity lies.