To an enormous extent they already do.<p><a href="http:&#x2F;&#x2F;www.slate.com&#x2F;articles&#x2F;business&#x2F;the_customer&#x2F;2011&#x2F;03&#x2F;the_makebelieve_billion.html" rel="nofollow">http:&#x2F;&#x2F;www.slate.com&#x2F;articles&#x2F;business&#x2F;the_customer&#x2F;2011&#x2F;03&#x2F;...</a>