Brad explores the obvious: Producers can't really lead the conversation in such platforms. Rather, in media like Untapped, drinkers and brewers collide "in a very clear way." There are "bosses," he says, that serve as gate-keepers by creating badges (for completing certain beer-related conquests) or keeping an eye out for bugs in the software. But he also points out the platform organization is so decentralized "that each one of us controls our Untappd life and can collaborate directly with brewers as we see fit." His project thesis is thus roughly this...