This is a shift that has been happening for the past decade and getting stronger and stronger each year.  Marketers will have to deliver messages and backends that offer value and quality…..or else!  This is a good article by Lynn Upshaw in Adage.com

In a world where buyers are continuously in touch with other buyers and claims are publicly deconstructed by anyone and everyone, marketers’ toughest job may be to simply convince buyers that they speak the truth. In such a world, marketing integrity is not just a virtue; it is a driver of choice.

http://adage.com/cmostrategy/article?article_id=119546