I just found this small video during the lunch which I found quite relevant if you observe it on a peer media perspective. This video could be a good and funny explanation of why peer media are becoming so important today – because consumer wants to talk, and to be listened.

The Break-Up’ – soon available on www.bringtheloveback.com
– is about the relationship between an advertiser and a consumer.
They’ve agreed to meet in a restaurant. The man’s feeling perfectly
happy, until the woman makes a painful announcement: she wants a
divorce. In the course of their conversation she makes it clear to him
why she is leaving him. And he makes it very clear that he doesn’t have
an empathic bone in his body. At the end of the movie the woman walks
away disappointed but determined. The advertiser stays behind alone.

It’s a Microsoft video however              >_<