La retóricadel «consumo creativo», en particular, podríaconsiderarse la ideología del nuevo mercadoglobal: un mundo en que cualquiercomportamiento humano puede ser clasificadocomo producción, intercambio o consumo. Estaideología sostiene que lo que orienta elintercambio es la inclinación fundamentalmentehumana de búsqueda del beneficio y que es igualen todo el mundo, mientras que el consumo esuna forma de establecer la propia identidad (sobrela producción se prefiere no hablar siempre quesea posible). En el terreno comercial todos somosiguales, lo que nos diferencia es lo que hacemoscon las cosas una vez en casa

Currently, Facebook, by providing free access to select websites, via its platform to a number of emerging economies, has become the internet to this substantive user base. Net neutrality here has evidently taken a backseat in the name of doing good and given Facebook a unique vantage point into database behaviour among this bop populace.

The question that remains is how to treat this rising populace as culturally diverse and yet refrain from exoticizing them; how to allow big data to be an empowering tool among emerging economies while simultaneously strengthening their institutions; and how to create alternative modes of inclusivity to the default neoliberal approach of the marketization of the poor.

Also, it is worth asking whether by embracing the bottom of the pyramid (bop) perspective of the poor as empowered consumers, are we in fact marketizing the poor?