I’ve been noticing this everywhere… attachment / brand-fan-dom based advertising. As in, “I *heart* My Puma’s”, or an entire microsite devoted to customizing Starbucks Frappuccinno’s.
I think it’s maybe inspired by interaction with fans on Facebook… promoting /rewarding the idea of extreme consumerism. (?)
Starbuck’s Frappucinno – now has it’s own microsite
Puma