Chris Anderson's blog about the shift away from mass marketing toward niche marketing, and the implications of this (and other effects of the IT revolution that make Long Tail possible) for the future of society.
C. Daskalakis, P. Goldberg, and C. Papadimitriou. STOC '06: Proceedings of the thirty-eighth annual ACM symposium on Theory of computing, page 71--78. New York, NY, USA, ACM, (2006)