I was just watching my girlfriend play with the remote as she programmed the times for recording her favourite Food Network shows (yes, we eat too well, if that’s possible, thanks for asking 
and …
… there was an announcement about becoming a "Food Network Insider".
It strikes me that in this over-crowded, media-saturated world, a current response designed to attract people is to offer them the possibility of being an "Insider" .. the cool one who gets past the velvet rope at the "in" bar.
I am willing to bet that soon it will be cooler to be the "outsider", the one out on the edge, the non-conformist, the skeptic, the one who doesn’t necessarily join in with what everyone else is doing.
I’m sure that’s already the case, actually.