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Yanno what? I don't have a problem with this.
Bloggers and Tweeters are often "citizen-reporters", breaking news or ferreting out crucial information that the so-called "real" journalists either missed or were told not to publish or something. Yeah, there's a high noise-to-music ratio, but the fact that it angers news agencies indicates it's working.
Scientists have long depended upon reputable non-scientific sources to supply them with reliable data when they lacked funding to hire enough people to collect their data. There's some pride in being a "citizen-scientist" and having one's hobby taken seriously.
So I see nothing wrong with businesses soliciting data from their customers to create advertising. Perhaps the ads will be less mean and selfish.
Of course traditional sources will criticize it - they'll call it cheap and shallow, but who knows a product better - the consumer who adores it or the agency that doesn't use it but does market research? And who will be more enthusiastic - the passonate consumer or the impartial agency with many clients?
Those who are passionate will always bring more to it than those who are just being paid to do a job which is why pundits who tweet and blog will dig deeper and expound longer, giving crucial details that matter, why hobbyists will spend hours collecting data for fun when scientists don't have the funds to hire assistants, and why ads may just mean more when the hype comes from passion instead of meetings.