Consumers aren't generally interested in making money - they're not profit-maximizing firms. Consumers want to fulfill whatever goals they have - caring for th

Consumers aren't generally interested in making money - they're not profit-maximizing firms. Consumers want to fulfill whatever goals they have - caring for their family, being entertained, feeling adrenaline, getting laid, etc. Buying a home is ($#@%%^#!#($#@!!) expensive, but it makes my family warm, comfortable and secure. Buying an iPod lets me easily carry around different kinds of feelings (music) and knowledge (podcasts) that I can have whenever I want. Media entertains me, which makes me laugh, think, feel, etc. They don't make me money, but they do make me richer. It's easy for B2C to make consumers richer (all of the Facebooks, etc do that), the tough question is which of these riches will they pay for? The consumer market (especially in the US) is so huge and wealthy (yes, even in a down market) that it's worth gambling on.