The early-adopter wars: “Stodgy companies are
paying big bucks to
learn about the
trendsetting tastes of
‘alpha consumers.’

The problem with all this is fairly obvious. There’s no doubt
that trendsetters (if any still exist after the bursting of the
new-economy bubble) are swell people: They create cool
art, sell ingenious drugs and open boutiques on Elizabeth
Street that specialize in things like inflatable burlap dresses.
What’s less clear is why mainstream conglomerates like
Taco Bell and Motorola should use their recondite
preferences as a basis for brand positioning.

[The article gives a rundown of what you ought to be finding ‘wired’ and ‘tired’ if you’re a trendsetter. Me? never heard of virtually any of the cool stuff…] Salon