There is an inverse relationship between control and trust. Trust is more of a two-way exchange than most people, especially those in power, realize. Leaders in government, news media, universities, and corporations think they can own trust, when, of course, trust is given to them. Trust is earned with difficulty and lost with ease. When those institutions treat constituents like masses of fools, children, miscreants,or prisoners, when they simply don't listen,it's unlikely they will engender warm feelings of mutual respect. Trust is an act of opening up. It's a mutual relationship of transparency and sharing. The more ways you find to reveal yourself and listen to others, the more you will build trust, which is your brand.
We no longer need companies, institutions, or government to organize us. We now have the tools to organize ourselves. We can find each other and coalesce around political causes or bad companies or talent or business or ideas.
This practically unlimited supply of advertisers in a fluid marketplace appears to be a new economic model that may insulate Google from some of the dynamics of an economy built on mass and scarcity. Google has its own economy.