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The Long Tail theory, as explained by its creator, Wired magazine editor Chris Anderson, holds that society is "increasingly shifting away from a focus on a relatively small number of 'hits' (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail."

In a recent study Anita Elberse, a marketing professor at Harvard's business school, looked at data for online video rentals and song purchases, and discovered that the patterns by which people shop online are essentially the same as the ones from offline. Not only do hits and blockbusters remain every bit as important online, but the evidence suggests that the Web is actually causing their role to grow, not shrink.

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