The document discusses how consumers are gaining power by monetizing their personal data and time spent engaging with companies. It describes how one person, Paul McCrudden, invoiced companies for the time he spent interacting with their brands. This led some companies to playfully engage with McCrudden on Twitter. The document argues that consumers could unlock greater value from their social media data by aggregating it and using it to get rewards and discounts from companies competing for their attention over location-based services and in the future.