It's a common thread. Segmentation. Usually not measured up as a positive (because it makes things more difficult, supposedly) segmentation is the bi-product of media saturation. Where not livining in a one color television, one network, one newspaper kind of world any more. There are so many outlets that people have their eyes on these days, you have to find the brights spots, the best rabbit holes. And the easiest way to do that is by behavior. That market may have gotten fragmented but you can easily find out a persons behavior just by gleaning a few tweets. Where they live, what they eat, where they shop, who they like, who they don't like. Think of it this way. As marketers, we're no longer like Sisyphus pushing ONE huge rock up a hill, we're juggling a dozen or more pebbles riding a unicycle across a tight wire.