They seem to miss > social does not instigate much purchase instigation. It can help on the margins, but story/content architecture controls the vast majority of external influence on appetite, emotion and utility which drives almost all purchasing (ethos, pathos, logos). The next generation of the Internet needs access to the production of that architecture, not just measuring it after it happened. RT @mashable: Facebook Working on New Features for Huge Social Commerce Push http://t.co/6d846dkU