“An interesting detail in these figures is the stratification of income among different types of users: the average income of passive spectators of usergenerated content sites is significantly higher than the median income of content creators. In other words, the contingent of spectators and inactives, which is much larger than the 13 percent of actual creators, constitutes an appealing demographic to site owners and advertisers. […] Manifestos such as Wikinomics and ‘We-Think’ make one believe that, since every user is an active, creative contributor, the very idea of ‘consumer’ is definitely passé. The term ‘user’ turns out to be a catch-all phrase covering a wide range of behaviour, from merely clicking to blogging and uploading videos. Mass creativity, by and large, is consumptive behaviour by a different name.”
– José Van Dijck and David Nieborg: “Wikinomics and its discontents: a critical analysis of Web 2.0 business manifestos”, In: New Media & Society 2009; 11; S. 861.