Persky writes of the market place versus media forum.  They both play off of each other.  However, as companies like Virgin merge and grow into conglomerates, they begin to control both the market place and media forum.  Companies like Virgin are able to control what the consumer views as advertisiments, and what they consume in the market place.  Ultimately, the audience does not have say in what they purchase, therefore a switch from fandom to fadism.