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" YouTube is not just television on a computer, and YouTubers, whether established or aspiring, are their own breed. The Next Up winners are an almost random group of nonfamous people with an idiosyncratic range of talents, striving to succeed and fully conversant in the culture of this relatively young medium. And this medium definitely has its own culture."

Who knew there was such a large, mainstream market for artfully arranged pictures of other people's stuff? Or that "curation," that rarefied and highly specialized skill, would all of a sudden go viral?

"They are essential skills that are needed to operate in the world and in the workplace," she said. "And people will either need to learn through formal training or through their networks or they will feel increasingly left out."

"Almost every major retailer, from grocery chains to investment banks to the U.S. Postal Service, has a "predictive analytics" department devoted to understanding not just consumers' shopping habits but also their personal habits, so as to more efficiently market to them."