Everyone I know is talking about co-creation - having an open dialogue between consumers and brands. Some brands are doing it better than others, but at a certain point there will be so many brands jumping on the bandwagon and likely doing a half-assed job of it that consumers will again be turned off by all the clutter.

Social networking is a big part of this because now brands are trying to integrate themselves with fan pages on Facebook and profiles on MySpace, or worse idea, trying to start their very own. (Unless you do it like Nike has, please don't bother.)

So at what point are we going to tire of the friend requests, the contests to come up with slogans or submit videos to corporations. Will it always be worth a nominal prize to spend our time making our own Mentos geyser video?

What happens when people are sick and tired of "co-creation" or realize that for the most part, companies are still just not listening.