This chapter discusses how as the Marcomms Model's delivery of fear came to dominate mass communications, cracks were beginning to appear in fear's foundations. Consumers’ way of dealing with fear, and in particular with their exposure to messages, which rely on stoking up their fear, is a balancing act between the rational and the irrational. In another example of their perpetual desire to cast themselves as the role model in their own stories, their brains are predisposed to presuming that any danger to which they are introduced is a direct and personal threat. The single most important factor in providing all this information was the Internet. In a matter of a few years, the ability of brands or politicians to control information, or conceal information as a matter of course, was all but shot to pieces. The empowered consumer could ask any question and expect an answer, and this was a power consumers got used to exercising.