The days of mass marketing in the entertainment world seem to be swiftly drawing to a close. As new technologies give consumers an increasingly diverse array of options, niche marketing is the wave of the future, and marketing to the bland middle as a way of reaching everyone is no longer the most reliable route to profitability. “Unlimited selection is revealing truths about what consumers want and how they want to get it in service after service, from DVDs at Netflix to music videos on Yahoo! Launch to songs in the iTunes Music Store and Rhapsody.”