Do you mean "Society of the Spectacle"? That groups are dehumanizing, the product becomes the relationship? I think it's more as if they've rediscovered AOL cha

Do you mean "Society of the Spectacle"? That groups are dehumanizing, the product becomes the relationship? I think it's more as if they've rediscovered AOL chatrooms, with AOL style aliases and rooms. People naturally enjoy talking with each other, just shooting the breeze, but I can see how these groups would be a real help towards making a purchase decision. (In the West, advertising (which IS "spectacular") is supposed to tip the balance and make our purchase decisions for us.) I don't see how putting a cap on group size is sinister. AOL chatrooms with only 20 users produced so much text it was often hard to keep up or to engage in anything like a conversation, so 500 people typing all at once would be impossible to comprehend. I'd mainly be worried about product shills, less so about outright fraud.