This confusing internet: Not only defies it traditional marketing approaches but it also leads to the slow and inevitable death of blockbusters. Instead we can witness a fragmentation of tastes that justifies the existence of services like ebay (and pretty every other successful website of the last ten years or so…). In his classic The Long Tail, Chris Anderson argues that  products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, if the store or distribution channel is large enough. Combine this thought with social bookmarking and you have the German start-up iliketotallyloveit.com. The sales volume of sex dolls for dogs might not not have reached its nadir yet but combine it with meat card holders and an AK-47 mobile phone and we’re talking serious business. iliketotallyloveit allows users to publish all kinds of excrescences of capitalism which the community can then vote for. The more votes, the higher the product rates until it feels the love of the frontpage where it’s exposed to even more visitors/potential consumers and their irrational desires. Attached to every item is a direct link to an online shop where it can be purchased. In short: it’s like digg.com for shopping and a good example of how consumerism works in times of web 2.0. A few added community features (e.g. the ability to start groups to discuss certain products or product ranges: Dog sex doll lover unite!) could furthermore enhance the potential of this clever approach – which in its simplicity makes me wonder why I didn’t have the idea. Gott verdammt!