It came up in some of the comments as I relayed a story about a pineapple street vendor my wife and I stopped buying from in Thailand: my realization that commerce is always social. There often are suppressed social components (emotional investments, norms of reciprocity, identifications, assumed shared values, etc) in purchases. Which is to say they are operating, but we are not always aware of them. In fact we usually only become aware of them when they are violated. This social dimension is why marketing and social media actually braid so well, commerce is social. The problem of course comes with business culture self-interest, a deep and lasting expectation that commerce is not social. It is asocial: that businesses are pre-disposed to not caring, and in fact being anti-community. We in social media fight between these two predispositions.
[micro posts should be a one thought kernel, easily considered, I hope.]