When assessing Cairncross's "Trendspotter's Guide" in comparison to the two web content genres I chose, I realized that he was correct in a lot of his predictions. I first compared the entertainment genre today to his idea of the,"Increased value of brand." He predicted that products and personalities would become even more popular and that they would increase greatly in value without changing the cost of producing or promoting them. I think in many ways he was correct because of whats happened with the emergence of social media. Nowadays people treat their personal social media accounts like they are brands. Everyone wants to gain likes and followers so they can get interest from sponsors. Entertainers are especially good at gaining sponsorship and with all the money they receive from doing promotional work, their personality is now seen as a lucrative brand. It is amazing to witness how some people who are not traditional entertainers, such as singers or actors, have gathered a large following and are now seen as celebrities. Social media has allowed ordinary people to gain extraordinary attention and the following and support they get from their follows enables them to be seen as valuable to other brands. Some celebrities who have started out with a low following have been able to increase their celebrity value and status through social media. A perfect example of how Cairncross's idea of,"Increased value of brand," has played out in modern times is the rise and popularity of the Kardashians. The family first started out on reality television and were only famous for their step father who is a gold medalist from the 1977 Olympics. However, through social media, the entire family was able to elevate their celebrity status by sharing so much of their lives that people felt like they knew them and wanted to follow them. Now each family member is invited to the most upscale and luxurious celebrity events. They wear the highest fashion and are constantly paid by brands to sponsor their products.

Above is a picture from Khloe Kardashian's Instagram account where she mentions the brand of a protein drink in a very obviously sponsored post. Every Kardashian sister has posts that feature sponsorships and they get paid hundreds of thousands of dollars to do them. Their social media brand is what has caused them to become ultra rich and ultra famous. Therefore, Cairncross was very accurate in his assumption that the entertainment business would become the most lucrative individual activity.